EPISODE: 108 – Part 4 – A Service Advisor’s Take on Customer Retention with Michael Doherty
Welcome to another episode of the Auto Repair Marketing Podcast, hosted by Brian and Kim Walker!
Today, we have a very special guest, Michael Doherty, who was our exceptional service advisor at Peak Automotive in Apex, North Carolina.
Michael has been a pivotal figure in our journey, and we are thrilled to share his insights on customer loyalty and retention. He’ll discuss his unique approach to building lasting client relationships and the importance of genuine care and transparency.
Thank you to RepairPal for sponsoring The Auto Repair Marketing Podcast. Learn more about RepairPal at https://repairpal.com/shops
Timestamps
The introduction (00:00:01)
Introducing the hosts and the special guest, Michael Dougherty.
Michael’s journey to becoming a service advisor (00:03:16)
Michael shares his experience of how he started as a service advisor and the mentorship he received.
Bob Johnson’s influence (00:06:01)
The impact of Bob Johnson, Michael’s mentor, and their continued relationship.
Customer service experience in the restaurant industry (00:07:05)
Michael’s background in the restaurant industry and its influence on his customer service skills.
Building relationships with clients (00:09:20)
Michael discusses the importance of building relationships with clients and creating a memorable experience.
Setting the standard in the business (00:13:20)
The influence of Michael’s leadership, including his attire, on the service advisory role and the team.
Dressing for Success (00:14:01)
Discussion on the importance of dressing professionally and its impact on self-confidence and customer perception.
Creating a Welcoming Environment (00:15:07)
The impact of a well-dressed front office on customer perception, particularly in creating a female-friendly environment.
Finessing Customer Interaction (00:16:22)
The importance of being present and attentive to customers, with a focus on giving undivided attention and making customers feel special.
Selling with Transparency (00:18:02)
Strategies for presenting estimates and recommendations to customers without using high-pressure sales tactics, emphasizing transparency and customer empowerment.
Positive Communication (00:22:29)
The value of highlighting positive aspects of the customer’s vehicle and explaining recommendations, along with a discussion on the benefits of repairpal.com.
Customer-Centric Service (00:25:06)
The importance of explaining the “why” behind recommendations and creating a positive customer experience, including the practice of washing cars and empowering customers with knowledge.
Providing Detailed Service (00:27:10)
Explaining the thorough service provided, including filling out the owner’s manual and communicating with the client.
Client Conversations (00:27:47)
Describing the conversation with the client when no issues are found during the service.
Multi-Point Inspection (00:29:23)
Discussing the process and importance of a courtesy check, including the use of a tool called Shopware.
Training and Networking (00:31:31)
Sharing experiences with training and the value of networking in the automotive industry.
Customer Advocacy (00:33:34)
Emphasizing the importance of customer advocacy over sales and building trust with clients.
Creating Raving Fans (00:34:07)
Explaining the key elements for creating loyal customers, including communication, transparency, and showing genuine interest in clients.
Going the Extra Mile (00:37:02)
Illustrating the significance of small gestures, such as pairing services and offering additional assistance, to retain clients and provide exceptional service.
Leadership and Empowerment (00:38:57)
Encouraging shop owners to be leaders, empower their team, and build a positive work environment to enhance customer service experiences.
The importance of leadership (00:40:11)
Discussion on the significance of being a leader rather than a boss in a team environment.
Expressing gratitude (00:42:38)}Appreciation for the valuable insights shared and the impact it has had on the hosts.
Building strong customer relationships (00:43:44)
Emphasis on the significance of connecting with customers and building lasting relationships for business success.
Closing remarks (00:44:39)
Acknowledgment of the episode’s conclusion and a message of gratitude to the listeners.
How To Get In Touch
Group – Auto Repair Marketing Mastermind
Website – shopmarketingpros.com
Facebook – facebook.com/shopmarketingpros
Get the Book – shopmarketingpros.com/book
Instagram – @shopmarketingpros
Questions/Ideas – podcast@shopmarketingpros.com
Lagniappe (Books, Links, Other Podcasts, etc)
- WorldPac – https://www.wtitraining.com/
- Worldpac STX – https://automotivetrainingevents.com/event/stx/
- Traver Technologies: https://traverconnect.com/
- ShopWare – https://shop-ware.com/
