How to earn repeat business

By Jim Yount

While conducting a business workshop for dealers/retailers in Canada, I broached the subject of customer service. After a few opening remarks, a gentleman in the audience raised his hand and said, “Jim, in Canada, shoppers do not know the meaning of customer service. Neither do dealers know how to provide customer service.”

I had to admit that the same holds true in the “Lower 48” states. I expressed my point of view by saying. “The middle initial of too many Americans is ‘C’ meaning ‘cheap.’ We want the lowest possible price on product and service.” Here’s a question all business owners must ask, “Is having the lowest price on product and services the ultimate weapon in making the sale?” The answer is “no,” except for those misinformed folks that are driven by the mantra “cheap, cheap, cheap.” I still live by what my father taught, “We usually get what we pay for — no more, no less.”

There are too many dealers that bought the ill-gotten message, “Customer service no longer matters. It’s all about price.” My friend Rick C., general manager of a wholesale distribution company, says some store owners, along with their salespeople, stand behind the counter and wait for the customer to approach them and say, “I want one of those. How much does it cost?” Rick calls this “clerking for customers.” In other words, “I’m here to answer questions and take your money.”

I enjoy telling the following story. While working with a dealer in Alabama, I watched the following unfold. A gentleman walked into the dealership and up to the front counter and said, “My name is _____. I’m here to pick up my lawn tractor.” After receiving payment for services rendered, the store owner responded, “Mr. ______, please drive your pickup around to the side entrance of our service department, and one of our techs will assist you.” I watched the tech drive the lawn tractor to the ramp of the trailer. I also watched the customer as he looked at the equipment, and I could see he was discussing something with the technician. The customer walked back to the showroom and said to the store owner, “Your technician is trying to load the wrong tractor onto my trailer.” The store owner asked for the service invoice, and they walked outside. I followed. After carefully checking the make, model and serial number, the store owner said, “Yes, this is your tractor.” The customer replied, “My tractor did not look like this. These tires are black and look like new. The seat is nice and shiny. The red paint looks fresh.” The store owner responded, “We steam-cleaned your tractor and then wiped the tires and seat with a treatment. We polished the hood and bumpers with a cleaner.” This was a WOW moment for the customer and a WOW moment for me.

Things are changing in the Americas. The real winners in business will be those offering great customer service. As always, pricing is established by connecting product cost, customer service, and the overall value that dealers bring to the table. It’s the owner’s business philosophy that drives and sustains his/her dealership for the long haul. Customer service is a renewal topic that must be addressed.

As I walked into the showroom of another one of my company’s customers, who was a dealer in Illinois, I noticed a tripod with a sign uniquely placed in the middle of equipment. It read something along the following lines:

What My Business Offers My Customers
We are an outdoor power equipment specialist.
Our Sales Staff are product and application specialists.
We service everything we sell.
Our Service Department is staffed with Factory-trained Technicians.
We provide operating and safety demonstrations.
We completely assemble and service all equipment that we sell.
We complete your warranty registration.
We maintain a fully stocked parts department.
We offer pickup and delivery service.
You can always speak with the owner.

This dealer had taken on the big box stores by listing things that big box stores have chosen not to offer. We added this topic as a lesson in our workshop. We call it, “Economic Value Added (EVA) services.” Develop your accurate list of EVA services, and place it on your showroom floor. The sign helps to establish compelling reasons for customers to buy from you. Your business has benefits. Sell them just as you sell the benefits of owning one of your products.

Never forget: Your store is a Specialty Shop. Your challenge is to learn how to make doing business with your store worth more, so you can earn more.

 Jim Yount is the founder and chief executive officer of Jim Yount Success Dynamics LLC. For more than 30 years, he has hired, trained, managed, sold, marketed, and motivated. Extensive real-world experience in retailing, distribution and working with manufacturers, both domestic and international, has earned Jim the reputation as a trustworthy and knowledgeable professional in his field. As a results-oriented speaker, he is dedicated to inspiring groups of 30 to 3,000 to develop their talents and realize their full potential. As a business consultant, teacher and coach, Jim is experienced at challenging leaders to explore their operational procedures and change unacceptable practices that are producing poor results. For more information, contact Jim at jimyount@hughes.net or (903) 796-3094 or visit his website at www.jimyountsuccessdynamics.com.