Streamline Your Document Signing Process with Sales Advisory Process for Support

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hello this is Jeremy O'Neill with advisor fix and I want to welcome you to another weekly coaching video update for service advisors and the automotive repair industry hey how's everybody doing today listen we got a great video today for you a lot of great content this is one ting that I want to come back and listen to over and over again because there's a ton of amazing information in here for service advisors all right so here we are 2019 is well underway we're in about the third week of January I had a little bit of a rough start to the year out sick and man I hardly ever get sick but this one really hit me hard voice was gone so uh if you've been missing a couple of the weekly updates it's my fault but hey we're back on track now ready to rock so check us out today we are going to meet with Chris Cloutier and Craig O'Neal two brilliant minds in the automotive repair industry who are helping shops take their digital sales process to the next level and Chris Craig and myself and the team over and out of text me we're forming a partnership and what we're forming is this we want to educate shops all across North America and help them understand how to blend in the right digital strategies to create an amazing client service experience with a digital sales process so we want to help you master and own your own digital sales process so it's not simply about texting or a DVI there's a big picture an entire customer service experience that if you execute it right will save you time increase your revenue increase your profits but more importantly guess what it's gonna blow the doors off of your five-star reviews now you can check out our reviews at freedom auto repair and you're gonna find we're not perfect look there are some one-star reviews on their but the majority of our content that we deliver to our clients is amazing and that service content I'm talking about the service experience the majority of the service experiences that our customers receive from us here freedom honor Fair is in that 5-star caliber and we've grown it organically so check it out at freedom auto repair you'll see what I'm talking about with that five-star experience and then we're gonna help you understand how to choose the right digital process that works for your shop and your NEADS and we're gonna start by understanding how to manage and set the expectation for your customers so we've got a great webinar that we did we recorded it we captured the thoughts some great content in there with the three of us going around so you'll be definitely want to stick around and check that out here in just a second now I cannot believe what has happened I've actually found one of the Holy Grails of Auto Repair now a few years ago a few decades ago gosh almost 30 years ago now I remember I sitting in a class in Southern California and we were learning how to deal with phone price shoppers and a custom that calls them for a price on breaks and then you ask the question well mr. customer I'm just curious how do you know you need breaks and the question is well I got a squeak coming from the front wheels I need brakes and we were taught well mr. customer there's a number of things they can cause what you're describing want you bring it on down let's take a look at it you know it could be simply some brake dust it can actually be a rock stuck in the brake rotor or the caliper causing the noise back then I kind of thought and said now how many times has it actually happening German how many times have you actually taking the wheel off and found a freaking Rock stuck in the brake caliper I mean sometimes rare it's kind of like the mythical Yeti it's a beast that's out there and I guess it exists well guess what I actually had it happen 20-some years into my career I found the mythical rock no here's what's very interesting this rock right here was actually stuck in a customer's wheel they much mean the brake pad in the rotor and what's really cool is it paws chin up really nice I'll give you a close-up of it here in just a second one of the things that we found is we actually had a car that was towed in and it wouldn't start we couldn't test drive it before we did the repairs so we do the final repairs do our final road test we don't hear anything customer leaves comes right back you know that boomerang effect that you absolutely hate as a service advisor comes right back and says hey check out that noise from the front wheel we heard it a little bit gonna drive it again oh my gosh it's there pull the wheel off and we found this so it doesn't happen very often here in Southern California but we had a lot of rain customer drove through a puddle and the rock literally got stuck between the brake pad and the rotor and it would only squeal moving forward and it didn't do it all the time is very interesting so I'll show you that's to check that so here's my message see why in the heck do I tell you that story well because anytime a customer calls you with a specific concern it is your job in your duty to help that customer understand the best way for you to help them is to have your ASE certified technicians perform a thorough assessment or a pinpoint test or a root cause analysis to determine what is causing their concern remember the customers focus on the component but it's the root cause that we're really after and here's the other thing when you find these little nuggets these little stones these little broken bolts and little connectors that are bad save them make jewelry out of them make necklaces out of them because this rock is gonna transform the way that we sell brake inspections here at freedom auto fair because after all you may not need a complete brake job it could be something smaller then we can solve for you in a more cost-effective way save you time save you money that's really what you're after isn't it mr. customer so save these rocks show your customers because that's proof that our inspections are worth every penny that we charge ok so now let's get to it let's get to the interview with Chris Cloutier and Craig O'Neill with auto text me in advisor fix helping you understand the new digital sales process I hope you enjoy it and please send us your feedback let's check that video out now all right welcome everybody this is Jeremy O'Neill with advisor fix I want to say hello to everybody out there in the digital sales world I want to welcome Chris Cloutier Chris how are you hey Jeremy how's it going man awesome man once you give everybody a little bit of your background sir yeah uh my name is Chris Cloutier you might have seen me on some other podcast but now I'm hanging with Jeremy here one of my bro's own a couple auto repair shops called golden rule auto care in Texas and I also own a product called Auto text me which actually kind of deals with the dual digital sales process so I appreciate being invited in this conversation cuz I have some things to say as a shop owner and as a software developer about the digital sales process awesome and well we'll see how that fits into my world as a service advisor which I've been stuck in for like six months that's interesting to see where my job travels take me you know my responsibilities as owner of two companies as well and then also be in the front de for freedom auto repair so awesome Chris thank you so much man then I just love Auto text me and what you what Golden Rule Auto cares fans for and really putting the customer first not really being focused on that sale but doing the right thing for the customer and then letting the sales naturally happen and then as a service I got to tell you when I use auto text me it saves me literally about a half hour to two hours a day just from not chasing those phone calls that are coming so we're going to talk about that so awesome and welcome like my brother who spills his last name correctly thank you yeah yeah no we I joined Chris's team of course with auto text me and my background comes from our family business O'Neill's transmission here in Grand Rapids and I joined up with a digital sales process about three four years ago we began doing that and it was a big change for our business but I called on my experience as a service advisor and technician as well and was managing the shop there wearing a few too many hats in those days but it was a necessary thing to have a digital process in place to keep my sanity in check and and really streamline our processes so I care a lot about the process and that's why I'm in the space now it's really happy to be here which brings us to our first point so hey let's talk about this so width advisor fix and you know Chris and I have a long-standing relationship and we really just love to sit down and talk about business life and you know changing the world and remember that challenge you threw out to me about four years ago Chris so I was looking to partner with another company that was like-minded with what advisor fix teaches and perfect fit for auto text me so advisor fix on auto text me were this is like the very first journey together to partner to really help service advisors and the shop owners understand we've labeled as the digital sales process now DV eyes came out about eight to ten years ago so the digital vehicle specialists not new everybody has heard about them most shops have them but I think there's a different layer to the digital sales process and as I see society shift and move where consumers are going to spend more of their dollars you know it's right here right it's right here on the cellphone so I think it's important to help service buyers and shop owners understand what is the new digital sales process and Chris what are your thoughts on that no I agree I so many things are changing and we always hear about that we go to these different conventions and expose about how this whole digital processes is setting up and changing the world so I think shops a DVI I've said it before I think it's it's something that's absolutely a requirement but I think like you're talking about shops need to understand it's just not about doing a digital inspection I think there's so much more to that whole digital sales process that we really need to start explaining and getting out to shops filling out a DVI is only part of the process there's a whole other multiple steps to making sure you complete that whole process so I you know and I'd say one of the first things that we need to discuss is just setting the expectations right of this digital sales process absolutely so let's ask pregnant because Craig you've been on the frontline so Craig I'd love to get your input on what is the great you know assignments and egg talks about start with why and I love to go to that point to start with why sir sighs you have to be on purpose yes we're here to create sales we're here to create gross promise but there's a deeper meaning to it oh my gosh you know how do you know write deeper purpose of the digital sales process and a DBA what does that mean to you what's in it for the customer how does the customer with well you know the the customers win is is a superior education on on the value of the product that we're selling them a lot of what we do is invisible and I was in the transmission industry there in this entire time of all of my industry experience we were emerging into general repair that's actually kind of how we got into it in the first place I wanted to actually have an easy way to answer the question for my clients of is this vehicle worth fixing right and because I was that's big that's the transmission sale killer in Michigan called all the time and it isn't just like we can just go and start taking pictures of everything though if you start just trying to dive in and start showing pictures to your customers I'm any platform that using you're not gonna see these success right away unless you start like Chris was saying setting those expectations for that visit we actually had to learn that you know it isn't just about educating the customers about the product it's about educating them on the process that they're gonna go through in the shop because it's it's scary and we forget about this from a customer's perspective when you come into especially a transmission shop you know already I think this can be expensive I don't know how long it's going to be I don't know anything about this I'm just used to oil changes and all this sort of thing this is different and I don't like it and there goes my vacation money but no so when you lay out all of those expectations you set the stage for for a successful client visit we're going to send you this report we're going to go over it together and this is what you can expect and then deliver on those results and that's that's where it's going to get the viewer ship of those inspections that you later send them up we have examples all the time of our clients new clients will start with us and they start doing inspections and then we look at the reports and wait these customers aren't reviewing the inspections and we dive in a little bit further and we find out that the first text that they send that customer ever or the first digital message or medium they send ever is a message with a link for them to click right as consumers of Internet goods these days what are we conditioned to do with an unfamiliar link or an unfamiliar message with a link click the link what I love where you're going with this is as a consumer I don't want my transaction with your shop to be an interruption in my day it should be a natural part of my day that makes it easy for me to say yes so Craig what you're seeing is when you enroll somebody and they start the journey down the DVI if they're not focused on helping that client through the experience then their focus can be on the wrong thing and they same time and not giving the results that they really want precisely yeah if you go into a thinking all you care about is aro or or just getting more money for each car that comes in now you've got your cart in front of the horse or just your priorities are shifted right your priority is to make that customer experience that five-star experience like you say and and I want to chime in here because I think a lot of shop owners have a misconception that using technology Jeremy actually takes away from that interaction with people right and you hear this all the time you'll hear the you know somebody talk about how they saw two young Millennials sitting at a table texting each other if they love each other and that's the way they want to communicate who's for us to say that's wrong when letters came out in in cars came out you know you can imagine all the people who said oh my god I'm never gonna drive a car you know I'm not my horse is reliable um so it's just a different form in medium I think you're absolutely right that the why of the shop has to be there and you have to understand that you're taking technology and you're actually leveraging it to make your process like you said a little more transparent and I know this word gets her thrown around a lot it is trust I am going to trust a digital inspection or some digital artifact that shows me exactly what's happening with my car and if you say hey this is this hose is leaking and you show me a couple seconds of a leak and I can see it's my car I don't have to try and visualize what hose is leaking because I might not even know there's hoses in my car I can see it I trusted you I trust that that's the truth exactly in customer you know Craig you've experienced this as well how many customers when you telling me your car is a link they go oh I didn't even know handily you know they doesn't make it aggressive I don't have a leak right right correct so let's go back and let's focus on setting the expectations so one of the things I want RV to get out of this message is first and foremost sorry you've got to have your why you've got to be on purpose we're here to help our clients protect their investment in their vehicle keep it running in the most affordable way how do we do that is let's identify your time line what are your plans with a car how long you plan on doing it now what we're gonna do is we're gonna manage the service experience so we're going to set the expectations for today what can you expect today so let me ask you guys this what is the average auto repair' consumers experience with the shop what's the number one complaint that auto repair consumers have with an automotive repair shop communication communication they're calling them every five minutes right yeah I get there I drop on my car eight and they've already called me at 8:05 to let me know that their cars being checked in you're absolutely right it's funny a bit but but we've come across this pretty regularly um you could have a shop owner very eager to get a digital process in place then he has a service advisor that's literally scared to death of texting his customers because I don't I don't want to over communicate with my customers and this comes up a lot and and it's it's really surprising me because and I used to be that guy right before I realized I needed to do this my complaint coming into the shop was that we were difficult to get a hold of our service advisor ratio was poor we had one guy two four and a half technicians and that that's a tough load on any service Roger it's just one line after the other all the time and when you're just returning voicemails all day long that takes forever a text is so much faster and well yeah so and so with managing the client expectation so service advisors out that you have a role to play you've got to explain to the customer how the transaction is going to happen and remember your words are promises so whatever you tell that cuz we're an initial drop-off you've got to be able to deliver it back up and I know we are all guilty to tell any customer hey Chris I'll call you back at one o'clock and then also it's 3:45 and phone rings and it's that customer that you told them you'd call them and you didn't because you've got five other interruptions and you were drugged out to the shop but now you don't even know where you're and now they're calling you to find out the status of their car so understand this to deliver a five star experience you've got to eliminate every single incoming phone call that is about as questioning the status of the vehicle ASC consumer as soon as I pick up that phone and call your shop it takes that transaction out of the five star status and drops it to a four three two or one simply because you didn't see me update it so number one we've got to set the expectation of client let them know what's gonna happen so one of the questions you've gotta ask your clients is hey Craig is it okay to send you text messages today can I give you say I'll tell you this Jeremy in the new shop and Wiley that we opened up in July we've made it very clear to the customers that come in and we're a little bit different than the last owners and we're going to send you updates throughout the repair we're gonna also do interrupt you real quick back up real quick say that again things a little bit differently than the old owners we are going to keep you updated throughout the process we're gonna we're going to look at your car we're going to send you a digital inspection now this point time we haven't told them how many text messages we have our own internal KPIs that we want to hit we want to make sure they get that check in that diagnosing the the servicing and ready there's a couple of key states that we want to try and communicate and even if we don't the first time and they get a vehicle checked in and they get it ready for pickup that's more communication that they've had at any shop in the area within the last forever right so there's minimal expectations that we're not we're not saying hey we're gonna send you seven texts now my other shop is very good about saying hey I'm gonna send you anywhere from five to seven text message updates when a first customer comes in once again we're setting expectations on the timeline very important hey first time customer how long are you gonna keep this car what making sure that all the time that you're spinning in that whole process that done-done change the digital inspection is important if you're going to keep that car for five years texting them and keeping that sticky in that that process transparent is important to customer I'll tell you on the shop side to something we've seen at both my shops is the reduction in phone calls like you said we don't get calls asking for status updates and that is a good thing for his service advisor who's that counter who slammed all day long hopefully he's dealing with the things he needs to deal with and that's selling the job to the customer not taking important parts of his day away look at that some reason there's a mindset as a service advisor and if I know that I've communicated properly with my workflow today and those in when that phone rings there's a trigger that goes off emotionally inside of me as a service advisor number one its opportunity it's a new customer looking for help not a customer calling for a status and everybody's done this you look at the clarity and it's that customer that you don't want to talk to because you don't have an update what's the emotional makeup that I'm now gone to because that incoming call took me to a negative emotional place it just derailed me for the entire day so that's absolutely huge so once you do this at two o'clock today whatever day you watch us I want you to stop doing everything I want you to stand back on you get your shop and I want you to wait about five minutes and I want you start to listen to the phone ringing and if your shop has incoming calls asking about status you got to make some changes and I guarantee every shop across North America has that happening right I agree we've seen reduction in phone calls fifty to sixty percent it's incredible and that's total volume of calls all day giving your people time to do the job the job that you want them to do I think it's important we talk about tech efficiency all the time you know Jeremy you've changed you've trained all my guys on on phone skills and cell skills I want them applying those skills not hey let me disrupt my day and go get a status update something I guess easily swap with them I day right and I because are we tracking our front counter guys efficiency and productivity how many people track that right I don't know that anybody does but we probably should are you saying that we should have a KPI that tracks my GP permitted sold who are there we were there and GP per minute might be too much sorry I threw that out there you'd be four hours no but that's that's true you know what they say for you know when success is find the one thing that you're good at and continue to do it over and over and over again and get rid of the things that you're not good at or that you can delegate to a lower paid person so absolutely great bockris you heard it here first service adviser gross profit per hour KPI well you know it's funny but anybody who's been in a family business environment like mine when dad or grandpa comes through the shop and they want to know what's on that what's on that what's on that what's on that man I wish I had a digital system in place 10-15 years ago for that moment when they walk in and completely derail that service advisor for the next hour and a half while he brings them up to speed on every car on the shop alright so we've talked about just getting set on purpose getting your Y together we're gonna be different than the traditional automotive repair experience okay because most customers have had a negative auto repair experience we're gonna keep you completely in the loop we're gonna use a transparent repair process mr. customer is it okay if we send you text updates throughout the day and as you start you are gonna feel some fear with just saying that but trust me as a consumer if you send me a text with an update it's better than me getting a phone call from you so I can get on with my life okay the next part of it is we're gonna move into the DVI and explain what we're going to do now here's the challenge most shops don't understand this and most consumers have this negative response after the car has been at the shop and you get a phone call from that service advisor that consumer knows what's coming what is coming after that initial do you have a few minutes oh my gosh here comes a sales presentation and every consumer will shut down and go guard it so what we want to do is enroll and engage the client into the digital vehicle inspection process and let them know what they're going to get and then do we send the inspection out first and then followed up with a phone call so you've got some Paul seize that you've got to figure out within your shop as to what's the best practice and what works for your demographic and your area you know if you're in for instance Glendora California Southern California is a little bit of a bedroom community ten years ago was really older clientele and now you've got a younger demographic moving but if you have an older clientele and they're not as hip on text message team and they don't want the dbi you've got to change things around but trust me they're going to come around to it so the shops have some policies to set up so maybe we can in you know today's message with what should they work on first as far as that scripting to tell the customer manage that expectation as to what's coming what so step one to letting that client know the DB is coming Chris I think just if you go through that whole timeline if you're following Jeremy's sales process right you're setting that expectation of do you care about this car I think that you're going to explain to him that the digital inspection that we're gonna send you is gonna be whatever inspection process that you have whether it's twenty seven point thirty four points hey we're gonna look for leaks we're gonna address your concern we're gonna look for maintenance items hey we're gonna have some pictures on here we're gonna have some videos and then make sure that you have those pictures and videos for that consumer to consume if you send just text in your digital inspection I think you lose the value of that picture pictures worth a thousand words' videos worth a hundred thousand words so I think when you're talking to that consumer and they're at the counter you've gone through you've addressed that they want to keep the vehicle for a while you're going to talk about your your whole sales process once again concern any maintenance any safety concerns okay we're gonna make sure that it's it's it's content-rich of what we're delivering and then you deliver it awesome excellent and then Craig what you need you to help some of the service measures out there who may have you know some reservations as far as setting that expectation where they haven't really communicated properly to the customer as far as what's coming and it's a shift because you're going to shift your time you're gonna manage your time better but you're going to invest more time at the initial write-up you're not just going to take hey Chris I'll call you because that's what we've done for the last hundred years what can we do to help them get rid of well you need to believe in what you're doing ultimately I mean and a lot of the service advisors I know out there don't consider themselves salesmen and I was one of those too I don't like the term sales what we're really doing is we're managing that vehicle for our clients right and and we're going to communicate to them and set the expectations that the reason we do this inspection is so that we can make the proper recommendations for your vehicle how can we advise and counsel as our euphemisms for our role go right service advisor service counselors this is this is requiring data and if we have not inspected this car and our records indicate that that's not been done right and then we should begin with this and then we'll have a conversation about what you should expect to budget for your vehicle for us there's budget for the customer can start to streamline you even have the potential to streamline the schedule for the shop are we a feast and famine industry or are we you know really good about exits no it's a problem every shop across the country they don't know what to expect for their workload and how could you ever change that if you're not thoroughly inspecting your vehicles that's what your goal should be is to understand what opportunities are out there on that car that's coming to your shop you're not going to get a better chance absolutely so Craig what you're talking about is helping every customer create a customized maintenance and repair plan that's tailored fit for them yeah you talked about this in your class that's great so here's what we're gonna help you guys with we're gonna help you master the digital sales process we're gonna help you customize your scripts for how you want to say things at your shop we're gonna help you get the ins and outs from the data that we get at advisor fix at freedom auto at Golden Rule Auto Care and auto text me we're gonna bring you inside information that isn't a sales pitch we're not here to sell you anything we're here to help you understand and move into the next genre of consumer that is going to shift ultra fast and be ready for the next generation of sales which is here today ok so that's what our purpose is here it's really to help you guys out and share with you the inside data we've that we bleed over you know it's it's a rough job out here on the front lines right guys sales guys so you don't have to worry about us selling anything to you right no I will usually help you on board stuff in the shop I've done this multiple times in my own facility with multiple systems and you know there's a lot of strategies to do this right all right well guys I want to thank you so much for your time al your time and I you know honored to be on this journey with you as far as discovering some of the newer things with the digital sales process and helping chefs and service advisers master this space Chris any last parting words you want to share with the viewers on you know this part of setting the expectation I just want to say hey thanks Jeremy Furth for going down this journey with us too and for the shops I I emphasized it over and over again it's time be one of the first because very soon you're gonna be the last and there's still a lot of opportunity out there to be in that front pack so be first it what a Ricky Bobby say if you're not first you're last Greg any last parting words for our viewers yeah I just want to say for service advisors out there that think that this is something that you might not need or or think that you're a good phone skilled person and probably you are I considered myself the same I gave a digital process a chance and I was blown away at the results for so don't fall into that trap of thinking that you're as good as you can be there's a better version of you and and there are systems in place that can help you do that so give it a try absolutely thanks Craig great stuff thanks for your input so for me I think you know what I've experienced this year being in a shop going back to the counter it's easy to fall back into your old ways and I guys and gals gonna be successful because you're you your customers trust you they like you so you have a good client base so what you're doing may work now but I guarantee you it's not going to always work in the few we have to be open to change one of the things I've learned this year is that I don't know everything and it's always time to go back to the drawing board and stay current and relevant today's consumers change and shift on the fly and it's gonna continue to rapidly evolve so we're here to help you I want to thank everybody for your time and checking this house and don't forget check us out on facebook at visor fix comm auto text me a uto txt not i mean get the links here on the video here and join us next time as we dive deeper into the core components of a good solid digital vehicle special to help you bridge that gap for your digital sales process this is Jeremy with the Weiser fix thanks for being here guys ever great table talk to you next time thanks Chris thanks Greg see ya see ya [Music]