8 Track Business In A iPod World?

It's become a monthly ritual at my office. The phone rings and the caller introduces themselves and ask for consulting help with Sales and Marketing. I then follow it with; "Which One?", this confuses them for a short time then the response is always, "Well Both".

Here is where I launch into my speech about how an 8 Track will not fit into a DVD player! I've tried and tried, but I can't make it work! I've got some really great Carpenters albums I need to hear!  By now they think I'm totally crazy and once I know I have them off their mission, I can explain their running an 8 Track Business in an iPod world!

 

First, you have to understand that Sales and Marketing are NOT the same thing. They require different skill sets, knowledge bases and tools. Yet you still see companies with employees still holding the titles: Director of Sales and Marketing, VP of Sales and Marketing. It was a nice concept in the 1960's, but the consumer model has changed. We have lumped these two together for so long, we can't seem to split the functions. It's no wonder the industry is confused.

 

Perhaps in no other industry is it so important that you understand the difference in these two. We are an industry of habit and history. We wear our years in the collision repair trenches like war medals and share are battle scars when ever asked. Our industry and consumer has changed rapidly before our eyes and if you want your shop on top of the hill holding the flag, you have to evaluate sales and marketing as separate and UNEQUAL fields.

 

Let's start with the most important, sales. This is THE direct positive and negative influence over your bottom line. Can your employees sale your company, service or products? Do they understand the art of the sale? Are you great at selling the customer on your values? If not, then no marketing program in the world will ever help you grow your business. Does it matter if you drive 100 customers to your store next week if you scare them off?

 

So think you're good at selling? You might want to really listen and watch your sales team (front office) interact with the customers. I spent some time in a shop recently on another project and overheard some of the conversations between the office staff and customers. Does any of this sound like your shop:

1.) Who are you, Have you been helped? -

customer perception- "I've had my car here for a week and you don't know who I am?" "I've been standing here for 10 min talking to person A and you've just noticed me?"

2.) We can write you an estimate but the insurance company is going to do one anyway. Who is the insurance company you've been dealing with?

customer perception- "If I wanted to deal with the insurance company I wouldn't be here." "Why would I tell you information if you're not going to help me"

3.) I don't know anything about your rental, we don't handle that here it's all done at Enterprise you'll have to call them.

customer perception- "These guys don't know anything!" "Why do I have to call Enterprise, you're fixing my car?"

4.) I don't know when your car is going to be ready, but I can call you back later and give you an update.

customer perception- "Did you loose my car? How can you not know when it will be ready if your working on it?"

5.) We don't make any decisions about your car, you'll have to call your adjuster.

customer perception- "Is it too late to take my car to shop B?"

 

The list is really endless, but the bottom line is do your people make you, your store and your services the shining star in their interactions. If not, then cancel all your marketing expenses and focus on sales training for a few months.

 

We'll be exploring sales and marketing more in depth in this last quarter of 2011. I'll dig into this topic a little deeper and share the feedback from customer focus groups about their repair experience and perceptions of our industry and you. In the meantime determine if you need sales or marketing help and be ready to make 2012 your best year!