Learn how to advise customers, not just sell them – Brake & Front End | Team Cansler

Scott Shriber:

Hello and welcome. Today I am privileged to have Philip Austin from NGK NTK with us and today we are going to talk about Service Advisors. Welcome Philip.

Philip, you’ve spent a lot of time in this business and I’ve always thought that Service Advisor is the most overlooked position, but probably the most important interface with our customers next to operator. Would you agree?

Philip Austin:

Absolutely.

Scott Shriber:

What kind of things are there to train this service advisor to have a better customer experience from your point of view?

Philip Austin:

From my point of view, as a former store owner and business owner in another store where we integrate a service advisor into the service experience, there are many different ways. Training, training, training and updating your ability to communicate effectively. Because as a service advisor, you need to be able to understand the technician’s terminology and translate it to the customer in a way that doesn’t overwhelm the customer, but informs them so they can make a decision about their repair.

Scott Shriber:

I’ve always thought that’s really a very difficult jump because you don’t want your service advisor to be an experienced technician because he’s overpowering that customer, but he also needs to be able to effectively explain why that is Part right here is about to fail, or why it might have failed and what that might do to your vehicle and why it needs to be replaced.

Philip Austin:

Yes.

Scott Shriber:

And I think that’s a challenge because there’s so much training for the techs and you don’t want consultants using techs talking to their customers.

Philip Austin:

Yes, I agree. It’s a fine line, though, because you don’t want your service advisor to sound like your next-door neighbor who knows how to fix cars. With this in mind, the NGK training program has incorporated a specific training course for service advisors, helping them with the three Cs, condition, cause and correction. And teaching them techniques to stay on track, explaining things that lead the customer to understand the condition of the car versus what is causing their concerns, along with explaining the cause and the corrective actions that he can take. So, looking at it from that angle, NGK training is positioned to help service advisors stay current and communicate effectively.

Scott Shriber:

Excellent. And the service advisor also primarily has a sales function,

To the right? It’s a difficult position. Some repairs are required because we have an inoperable vehicle, but others have preventive maintenance issues that need to be sold.

Philip Austin:

Yes. Yes. And as I like to look at, and teach Service Advisors how to look at it, I leave it up to you to sell the customer to invest in their vehicle at your facility and not sell anything else on a ticket. Because it’s not sellable, it’s broken and needs replacing, and they came to you, you didn’t go to them. So if I take that piece of that and reposition it in the mindset of a service advisor, it’s easier because he or she needs more time to digest the different types of technology that’s going to fail and explain that or admit it dilute as a technician tells them what’s going on with the car.

Scott Shriber:

What kind of training do NGK and NTK have to help these consultants with this technical issue? Is it the technician training or is there another training for them?

Philip Austin:

It’s a different workout. So we are not only proud of the flagship of technical training for technicians, but also for workshop owners, because this group is also often forgotten. So we have training for them which is technical. I would still like to apply the technical term to our service advisor training because it is a technical training but more technical to change mindset and communicate effectively along with understanding different terminologies and role play training to help them to be more confident, not just the customer but also the technician, with all these different types of technologies that fail.

Scott Shriber:

And I think you’re addressing a really important point, that’s a communication point that’s not talked about much. We talk so much about the consultant communicating with the client. There’s a comm link going from the advisor back to this tech. And guess what language comes out of this technician’s mouth? All the jargon the advisor needs to filter out what should go to that client and how to serve that client.

Philip Austin:

Yes absolutely. And there is a third piece that we often miss, that the service advisors have to be on point because not only do they deal with the repair with the customer after talking to the technician, but with today’s vehicles and the high technology that on the failed vehicles we have extended warranty companies who may have an ASC certified technician on the other end of the phone who they need to provide accurate information in order for the job to be approved for the customer. So, for customers with extended warranties, there is more pressure on the service advisor to be knowledgeable and allow the repair to work for a third party company such as B. an extended warranty.

Scott Shriber:

Absolutely. From what I understand you have a newly created entity called Shop Squad. Is that correct?

Philip Austin:

Yes. Yes.

Scott Shriber:

Can you tell us that very briefly, maybe there is something in there for the service advisor.

Philip Austin:

Absolutely. We’ve been working on some fresh content that’s only going to grow, right? Those are the perks of having something new. And the new thing, our flagship, has always been technical training for the service side or the product side in sales. Now that we’re onboarding a service advisor, they could go to Shop Squad Online and look at the related resources there. And then you know what? If we don’t have the resource you want, you can actually send requests. And it’s a community designed to take advantage of the resources that currently exist, but also to give us information about resources that we might expand in the future. So training not only for service technicians, shopkeepers, but also for service advisors at shopsquadonline.com. This is the program that will involve all three parts of the shop so that we can properly support them based on their needs.

Scott Shriber:

It sounds like you really need to be covered and I gotta tell you, I signed up and logged in this morning and checked out your workout and it’s really easy. And very easy to browse and get to the topics you want to get to.

Philip Austin:

Big. Many Thanks.

Scott Shriber:

Thank you for staying with us Philip. That’s all for today. Thank you for being here and please visit us next time.

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