What is the “Level of Expectation”?? (Part 1 of 4)

We have all had the experience of going out to a restaurant for lunch.

The process is nearly the same in every restaurant.

 

  • First we are greeted at the door
  • We are then guided to an open table
  • We are then given a menu to choose from different options
  • We are asked if we would like anything to drink while we look at the menu
  • When the drinks arrive at the table, we are asked if we have any questions about the menu
  • We are then told about any “special” that the restaurant has on that day
  • We then place our order for lunch
  • We wait approximately 10-20 minutes for lunch to arrive
  • Before the food arrives, we are asked if we would like more to drink
  • The server then arrives with our lunch
  • The server asks if we have everything we need and asks if the food is prepared correctly
  • When we finish our lunch, we are asked if we would like a dessert or the bill
  • We then either choose a dessert or get the bill
  • The server then picks up our payment for the bill
  • The server then returns with the appropriate change or Credit/Debit slip
  • We leave a tip for the server
  • We exit the restaurant receiving a “thank you” for our business

 

 

This entire process happens pretty much the same EVERY SINGLE TIME we go to lunch! It does not need to be written down or explained. We probably don’t even think about the process much.

 

BUT…..what if the process was all of a sudden different?? The process was out of the “normal” order?

 

  • What if the server asked if you wanted dessert first?
  • What if you never got anything to drink?
  • What if you never received a menu of items to choose from?
  • What if you had to stand to eat?
  • What if you had to wait 2 hours before you got your food?
  • What if you received food you didn’t want and no one cared?
  • What if after not receiving a menu, you were charged an incredibly high price for your food without knowing about it?

 

 

As you can see, if the process was changed, we would become confused, upset, angry or all three!

 

This leads me into the processes you have in your dealership for the Sales experience, the F&I experience and your Service Drive experience.

 

Now we know that different dealerships have different processes around the Country. Each individual dealership has its own series of processes and procedures. BUT….whatever process and procedure that you have, is it done every time, every day, without fail with no exceptions by all employees??

 

And since processes and procedures vary in every dealership, how does the customer know what to expect if we don’t tell them what will transpire??

 

By setting the “Level of Expectation” for both your customers and your employees, it assures that everyone will understand EXACTLY what will happen and in the order it will happen!! It gives both the customer and the employee an understanding of each and every step in the process.

 

In parts 2, 3, and 4 of this blog, we will review the steps to setting the “Level of Expectation” in your Sales process, your F&I/Business Manager process and your Service Drive process.

 

The restaurant experience is all the same no matter where you go in the Country. HOWEVER….the same cannot be said of what happens in Dealerships around the Country. Every Dealership has different and unique processes.

 

With each Dealership having these different processes, we have confused, upset and angered our customers. They do not get the same experience in every Dealership they walk into.

 

I am NOT saying we should ALL have the same processes implemented the same exact way.

 

BUT…..what if we made the customer comfortable by telling them exactly what was going to happen and how long it was going to take at YOUR Dealership?

 

I believe it would give the customer a total sense of comfort AND provide the perfect playbook for your employees to work with every day, every time, without fail with no exceptions.

 

Stay tuned for parts 2, 3, and 4 of this blog!

 

 

 

About the Author: With 30 years in the retail Automotive Industry, from a Salesperson to a Dealer, I have a vast amount of experience in all areas of the automotive environment.

 

You can follow me on:

 

My website: www.JimKristoff.com  

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WordPress blogsite: http://jimkristoff.wordpress.com/

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DealerElite.net: http://www.dealerelite.net/profile/JimKristoff

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Comment by Jim Kristoff on September 13, 2011 at 11:41am

Joe...we ARE making the same points!

Leadership AND accountability are sorely lacking in today's automotive environment.... 

Comment by Joe Clementi on September 13, 2011 at 11:33am
Jim - Isn't it the responsibility of the leaders to make sure the process is defined?  Process development requires training, reinforcement and measurements.  Once everyone is on the same page (which takes a considerable amount of effort) the process flows easiser.  Perahps, the bigger issue at hand is the lack of accountability of the managment team?  I'm sure we're making the same points here...
Comment by Jim Kristoff on September 13, 2011 at 11:00am

Joe....I agree 100% that each store has their own processes....however...it is a shame that these processes are not followed completely OR that the process is not conveyed to the customer so that everyone understands what will transpire!

Better CSI, Gross, employee and customer retention all happen with a good solid process!

Comment by Joe Clementi on September 13, 2011 at 10:50am
Jim - Process managment is essential for any dealership to realize their potential.  You are right in referencing that no single process works for every dealership.  Each dealer should have a process designed with the specific customer in mind, the abilities of the staff, and the goals associated with the process.  A well-defined process can make a significant improvement in CSI, gross generation, employee retention and relationship management.
Comment by Jim Kristoff on September 12, 2011 at 11:59am

Thanks Pete!

Customers will follow the process if you tell them what it is and how it benefits them....

Comment by Pete Grimm on September 12, 2011 at 10:36am

Jim,

Great practical advice for a part of the process that every dealership/salesperson should adopt. No surprises! Tell 'em what's going to happen before it happens.

Cheers, 

Pete

Comment by Jim Kristoff on September 12, 2011 at 10:20am

Thanks Stephanie!

Part 2 will be the sales process, part 3 - F&I and part 4 will be the service drive.

Comment by Stephanie Young on September 12, 2011 at 10:17am
Great analogy between a sales process and dinning out.
Comment by Jim Kristoff on September 12, 2011 at 10:00am

Thanks Marsh!

By letting the customer know what will happen during their visit, the customer then knows what to expect and when.

It gives the customer a calming sense.....

Comment by Marsh Buice on September 12, 2011 at 9:41am
Excellent points Jim. I was laughing as i read the mixed process at a restaurant due to dealerships serving up a variety of diff processes. The outline is the same everywhere, it's whats in betw the lines that piss people off. Looking fwd to the rest from one of the best. Gr8 job sir

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