Posted to Shop Management Forum on 12/2/2015
Re: The Tougher The Better
More often than not, technicians are the worst people to
have answering the phone. To them, any problem is "a piece
of cake." And you know how little a piece of cake is going
to go for. Techs will try to diagnose over the phone and
they price over the phone. Even when exposed to the proper
training, it has been my experience, they do well for a
while, but soon go back to their old habits because that's
what they know.
Our best managers on the phone are non-technical. I don't
want to turn this post into a novel, but we have
keyword-level call tracking with call analytics.
Essentially, what that means, is that we get a scored report
on every single inbound phone call coming into the shop.
Although each phone call IS recorded, we only listen to a
small minority of the phone calls for quality assurance, but
EVERY phone call is machine "listened to" and run through
hundreds and hundreds of algorithms, listening for certain
words, phrases, tempo, emphasis, etc.
We're actually able to accurately "score" our managers on
what percentage of sales inquiries they convert into
appointments. We, or the manager themselves, can access the
scoring or the recorded calls, online 24/7, as everything is
stored online in the cloud.
When we are paying around $13/click for PPC advertising, we
want our managers to convert that caller into an
appointment. We don't want them to be trying to diagnose a
transmission problem or selling a rebuild over the phone.
That's not what the phone is for. Who, in their right mind,
would buy ANYTHING for several thousand dollars over the
The ONLY thing we will price of the phone is a simple fluid
and filter change.
When a shop owner takes the phone seriously, like it should
be, they can almost double their revenue. For example, we
are about a $700K/yr. shop. 4-bays, 3K sq. ft. Nothing
special. After we started PPC advertising and call tracking
(no other changes) we went up to $1.3M/yr. True story.
I don't know how well this would work for a General Repair
shop, but it works well for a transmission shop.
Technical Information Specialist/Technician
Draper, Utah, USA
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