The Song Remains The Same

The Song Remains The Same

In this job, I'm asked to travel a fair amount, and I often find myself in different locations around our great nation.

I hope by the time you read this you’re off to a flying start in the New Year.

In this job, I’m asked to travel a fair amount, and I often find myself in different locations around our great nation. This month’s destination is Butler, Pa. Butler is an old steel town located in the western part of the state. It’s a nice little town with a still-active downtown. Right in the middle of town is Butler County Ford.
Like many smaller-town dealers, Butler has stayed in town because that’s where most of the community is. The unique part about this dealer and its body shop is that it has four floors.

This facility was a reassembly point for Ford back in the day. Built in 1918, partial cars came into the dealership by rail and would move through the building and be assembled on overhead conveyors that are still in place. There are only a handful of these unique buildings still in operation.

The body shop is on the third floor and has three to five employees. Chuck Reeseman is the manager, and he still works on vehicles during busy times. Every vehicle that’s worked on has to make the trip to the third floor via the elevator. Think about that from a logistical point of view! As you can see from the picture of the elevator, there’s no room on there for a wrecker.

Still, Chuck says  they manage 10 to 15 vehicles a week and are profitable. They shoot PPG waterborne products and have no downdraft booth (12-inch cement floors won’t allow it).

It’s like a trip down memory lane to visit this shop. Cars used to be built at this facility, and new ones and repaired ones still roll off the elevator and into customers’ hands. It’s definitely something to see if you’re in the area.

Think about it: The song remains the same.

You see this in your parts store every day: A customer walks in and needs a part to keep a vehicle moving. A repair shop calls and a parts pro looks up a part that a driver loads in their vehicle and heads out to drop off. That’s a scenario that fits as well in the 1960s as it does 2014. Sure, maybe there’s a computer or a tablet involved now, but the facts are the same: Someone needs your help and you’re there to make sure they or their customers stay on the road.

Some things never change.

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Customer service should be your number one priority, and it all starts with the greeting.

This is always an important topic to discuss, because I consider excellent customer service one of the most important tools you can have to earn trust, respect and repeat business from the customers that come through your door. Whether that customer is do-it-yourselfer from across town or the professional repair shop across the street, your business depends on a solid relationship.It’s a subject that I am passionate about, and it’s one that many people are losing touch with. Whether you are communicating to someone in person, on the phone or using some type of social media, good customer service and bad can both exist. You can’t afford the latter, so this is the first in a series of topics which can and should be shared from the front of the shop to the back. No matter which role you hold, you represent the shop and yourself. Customer service should be your number one priority.First on the list is the greeting. From the second a customer walks in the door, they need to know you appreciate them coming in and how important they are to your business. First impressions are everything and here’s the correct way to do it each and every time: look them directly in the eye, smile and say hello!Of course, you can say “Good morning” or “Welcome to Joe’s Autocare,” but it should be a formal greeting and the most important thing is that you have smiled, looked them in the eye and recognized that they have walked through the door.You should always retain a formal greeting until you are on a first-name basis with a customer. Only once you have established that level of relationship is it OK to use the less formal greeting of “Hi,” followed by the person’s name.This greeting does more than just indicate respect and appreciation for someone walking through the door. Most likely there are customers both new and old who are in earshot of your conversation. For newer customers, this continues to build rapport and reinforce their positive view of your shop; they see that you demonstrate respect and treat everyone in the same manner. For repeat customers, even ones that have been coming for years, the greeting is important because the way you treat them is the reason they continue to come.And when a long-time customer comes in and you greet them with “Hi [First Name],” this indicates your appreciation for them and that you’re glad to see them as a person, more than just a customer. New customers that witness this will see that your repeat customers are comfortable enough to be on a first-name basis, another indication of the trust they have in you.

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