November 2019

NOVEMBER 2019 AFTERMARKET 17 www.aftermarketonline.net competent technicians to work on their vehicle. This faith exists regardless of whom they have chosen for the service or repair of their vehicle. This is very fortunate for us. Despite the bad press our sector receives on a regular basis thanks to a few bad eggs at the fringes, customers generally assume those working in our industry are competent, until it is proven otherwise. The customer does not go out of his or her way to find a competent provider because they believe that they are entitled to find this – it’s a given; a natural assumption apparently. Skill Skill is almost always taken for granted in our industry as well, which is odd because it’s so rare. More to the point, how the skill is acquired and where the training or development occurred is really of no importance to most vehicle owners. It is however, critically important to you and me-or at least it should be. Our success or failure is the direct result of our skill and ability of our technicians and reception advisors. Yet we seem unable or unwilling as an industry to charge more for a technician who is schooled and certified in the necessary disciplines. How or why should our customers value that skill is we do not? Ethics and honesty These two are givens as well. Every motorist has made a leap of faith that assumes the person to whom he or she has brought their vehicle for repair is ethical and honest, despite the fact that they think the rest of us may be crooks, thieves and idiots! Ask yourself this question: Would any reasonable, rational adult take their vehicle to a someone they know to be a thief? The answer is of course not! What is it worth to the customer to know they are in the hands of an honest and ethical professional when they are buying a service about which they have very little knowledge to judge the full value-especially when media is full of stories about automotive rip-offs? Understanding the customer Understanding the customer is all about empathy, your ability to both know and understand the customer’s situation, feelings and motives. It’s all about recognising the customer’s wants, needs and expectations, whether obvious or hidden, as well or better than they do. Once recognised, it’s all about addressing those wants, needs and expectations by satisfying them – or at least making the effort to try. Business training days Business skills are paramount to the success of your garage, so that’s why leading aftersales expert The Garage Inspector (Andy Savva – an experienced award winning former garage owner), has launched his eagerly awaited courses which are unique to the independent garage repair sector. Book today to secure your place. Limited spaces • Book early Please email andy@thegarageinspector.com or visit The Garage Inspector website for booking instructions and full terms & conditions: www. thegarageinspector .com For those readers who may not know me, I offer several business improvement services for garage businesses including, one day business training days in, finance, marketing and customer excellence. These courses have been specifically written and are delivered for independent garage owners, managers, technicians and reception staff by me. Please visit www.thegarageinspector.com for much more information NEW DATES & COURSES FOR 2020 • Chester: 28th Jan Effective Leadership/Managing Quality • 29th Jan Customer Excellence/Reception Management • 22nd Sept Financial Understanding for the Garage Business • 23rd Sept Marketing Essentials • Fleet/Guildford: 4th Feb Effective Leadership/Managing Quality • 5th Feb Customer Excellence/Reception Management • 2nd June Financial Understanding for the Garage Business • 3rd June Marketing Essentials • Lincoln/Grantham: 25th Feb Effective Leadership/Managing Quality • 26th Feb Customer Excellence/Reception Management • 3rd Nov Financial Understanding for the Garage Business • 4th Nov Marketing Essentials • Cardiff: 3rd March Effective Leadership/Managing Quality • 4th March Customer Excellence/Reception Management • 6th Oct Financial Understanding for the Garage Business • 7th Oct Marketing Essentials • Newcastle: 7th April Effective Leadership/Managing Quality • 8th April Customer Excellence/Reception Management • 1st Sept Financial Understanding for the Garage Business • 2nd Sept Marketing Essentials To book or for further information, please go to www.thegarageinspector.com