By
Mark Penlerick
Engineering Team Leader
Blue Ox Towing Products
What
does "delivering the goods" mean to you? Handing someone
their new tow bar? Giving them a set of keys to their new coach?
Successfully installing a taillight wiring kit? While it's true
these are examples of delivering the goods, there is another definition
I'm going to concentrate on. The definition we're concerned with
reads as follows: To attain success or reach a desired goal. What
is your goal? Every dealership has different goals but they probably
all revolve around creating a profitable and successful dealership.
How do you attain it? Loyal and knowledgeable customers that keep
coming back...for all the right reasons. Many of you realize how
profitable it is to sell aftermarket towing accessories. Unfortunately
some of you also experience how expensive and frustrating it is
if your customer is not armed with a complete and thorough knowledge
of how to properly use their new toys. Customers may show up on
your doorstep with damaged goods or call you with questions on the
operation of the product. A lot of calls may stem from the customers
expectations of what the product "should" do compared
to what the product was actually designed to do. All of which cost
you money but more importantly diminishes consumer confidence in
your dealership and the product itself. Demonstrating and explaining
the product and setting the customers expectations to match the
products abilities is crucial. Above all you want the customer to
operate the RV and any aftermarket products in a safe manner to
protect themselves and those around them.
With
that in mind, I suggest all dealership's implement a "show-out"
checklist for all products. It is even more crucial concerning aftermarket
items such as towing products since there are so many important
things that one can not afford to overlook. Having a checklist to
follow will not only insure all information given is consistent
no matter who trains the customer, but will also insure critical
information is relayed. Most of you may already have something similar
to this in place for the RV itself to demonstrate how to run the
furnace, stove, refrigerator, generator etc. Do you do that because
you are required to? Maybe
but more likely you do it because
you want the customer to be comfortable with the operation of the
RV and all of its components. This will allow them to operate it
on their own, reducing questions and "customer inflicted"
issues that may result in a trip back to your service bay, quite
possibly at your expense. If you show the customer you're willing
to take the time to educate them, it will reflect very highly on
you and your dealership. Lets visit what should be included in a
show-out checklist, how they should be utilized and by whom?
What
should be included? Everything that is necessary to insure the customer
has a positive experience using the product. Of course you include
the how to stuff, but just as important are the "what not to
do's" and the little tips that make using the product easier
and safer. A lot of what you will demonstrate to them is in the
product owner's manuals so it is still very important to instruct
them to read them after you've completed the show-out. I've included
a sample checklist which, if followed, will arm the customer with
an understanding of how to use their towing equipment. As you can
see, it breaks a towing system into parts and gives a step by step
of all the things that you should demonstrate or explain to the
customer. These checklists need to include an explanation on hooking
up or setting up the product prior to towing. They should include
any adjustments that the customer can make, things to check and
watch for, and maintenance they can perform. The checklist should
include answers to questions that they may have after they leave
the dealership. This is where you tap into the people that answer
questions on the phone at your dealership to find out what the most
common calls are concerning then add those answers to the checklist
to train the customer ahead of time. An example would be the tension/compression
question that we have asked of us about our Blue Ox tow bars. We
have this on our checklist because customers have asked "why
does one latch handle seem tight or locked and the other one loose
or unlocked?" What they do not realize is the tow bar latch
is spring loaded by design. Once the legs are extended and the latch
handles "pop up", it is always latched. What they are
experiencing is one leg has pressure (compression) on it pushing
against the latch so the handle feels "stiff" and not
readily free to be depressed. The other may not have any pressure
on it thus the handle depresses freely and the customer thinks,
"Ah, this leg must not be latched." This is just one example
of something that could be demonstrated and explained to the customer
right up front. Other good examples of things you can demonstrate
to your customer, so they do not learn the hard way, are how to
properly connect their safety cables, orientation of the attachment
pins, the possible need for a drop receiver, how to service the
tow bar and the fact that you should NEVER back up while towing.
Anyone
at your dealership can use this tool, but it is most beneficial
for the parts or service manager or the technician that does the
installation work. It not only gives these individuals the opportunity
to educate the customer, but also to get to know them. This personal
connection between the customer and you builds your customers confidence
in your knowledge and the quality of service your dealership provides.
After all, who are they going to call if they have a problem or
a question on something? So, about now you are thinking, "This
is going to take too much time. When am I supposed to find time
to do this"? I can understand that initial reaction but lets
look at it in a different light. Consider it an investment in your
future. It only takes a few minutes, but the benefit realized will
pay dividends for years to come.
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