We're Not Unlike NASCAR

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Counterman has been serving auto parts jobbers, retailers and distributors since 1983.
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We’re Not Unlike NASCAR

When I arrived, I was immediately struck with the level of cleanliness and professionalism that permeated the operation. Organization and logical shop flow was very apparent. Each area was designated for a specific task and each area was spotless. And I am not talking shop spotless, I am talking surgical spotless. In fact, I could have been in an operating room. The only difference was team members were in team garb instead of scrubs.

Counterman Staff
By Counterman Staff
Published:

Well, I guess that’s not really the way the saying goes, but it occurred to me on my recent trip to Charlotte that it could be. I occasionally have the opportunity to write a column on my travels and that is the case this month. I was heading to North Carolina to see the folks at NASCAR and thought to myself, “I wonder what parallels racing has to our industry?”

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I realize our industry has many ties and and a lot of history. But are there any direct connections between what you and I do every day and what these teams go through to campaign a race car? I decided to investigate the possibilities with a trip to Joe Gibbs Racing. The folks at Gibbs were gracious enough to agree to my visit. 

When I arrived, I was immediately struck with the level of cleanliness and professionalism that permeated the operation. Organization and logical shop flow was very apparent. Each area was designated for a specific task and each area was spotless. And I am not talking shop spotless, I am talking surgical spotless. In fact, I could have been in an operating room. The only difference was team members were in team garb instead of scrubs.

The second thing that hit me was the sense of a common goal that was present. It was very clear that going fast in order to win was the goal here. These shops are clearly on the bleeding edge of pushing a vehicle to its outer limits. Of course, it is all done with an almost uncanny amount of promotion and marketing panache. It’s all about giving the sponsors and the fans the best show possible.

So what’s the parallel? Well, in the distribution business it’s all about speed to market. Technicians want their parts in 30 or less. They want the right part and they want to feel value. That all kind of sounds like what I saw at Joe Gibbs Racing. Even if you service the DIY market, the customers expect many of the same things. They want a sharp-looking environment, knowledgeable staff for advice and want it all handled quickly and at a value price point.

I think we can all take a lesson from the boys in North Carolina. Keep it neat, do it fast, give them a great value and make them feel special.

Thanks again to our hosts at Joe Gibbs Racing. See you on the track.

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Auto Industry

Customer Service: How It’s Done

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

Eric Garbe
By Eric Garbe
Eric Garbe is a graduate of Columbus State Community College with a degree in Automotive Maintenance Technology. He has extensive independent and dealership field experience as a technician and shop owner and is an ASE Certified Master Technician and former Adjunct Automotive Professor. He has been professionally writing automotive technical articles and documents for many years and in his free time enjoys restoring old cars and creating custom interiors and upholstery.
Published:

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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