Fact #1: February 6, 2013, I phoned and made an appointment at local chain aftermarket shop for my bride to bring her car in Saturday, February 9th, 2013 at 9:00 a.m. for an oil change and tire rotation.
Fact #2: Saturday, February 9th, while on the Exhibition floor at NADA, I get this text from my bride: “Car is going to cost about $900.”
Fact #3: My reply text: “What?”
Fact #4: My brides’ text reply: “New front brakes, two new tires and alignment.”
Fact #5: I left NADA floor and phoned my bride. She felt compelled to believe them and get service completed. I couldn’t convince her of getting a 2nd opinion elsewhere.
Fact #6: I returned home from NADA Monday evening February 11th. My bride shared the bill/receipt. She asked me questions, all starting with “why?” From Saturday to Monday, my bride went from feeling compelled to believe to feeling abused now.
Fact #7: Wednesday evening, February 13th my bride hands me a coupon received in the mail this day from this aftermarket shop on tires, asking me to take bill and coupon to shop in the morning to get bill reduced $70.00 using this new coupon. I attempt to explain to her that they have no responsibility in honoring this coupon that wasn’t presented a few days ago. Now, she is angry. Now she feels cheated. Now she speaks of deception. She hates feeling deceived. She asks me if I can check to see if the work on the vehicle was actually completed.
Fact #8: This experience mirrors the franchised dealership experience of some 18 months earlier when she refused to return after similar perceived deceit.
Fact #9: I took receipt and coupon and visited aftermarket shop this morning and calmly explained entire “facts” (even sharing our text messages), presented coupon and asked the manager how he’d feel if this experience occurred to his mother, wife, sister, daughter? He didn’t flinch. He didn’t offer possible solutions. He apologized only that my bride didn’t feel comfortable with understanding the repairs, handed me back the statement and the coupon and that was that.
Fact #10: At the door, preparing to leave, I turned with my Smartphone in hand and asked him why someone didn’t take digital photos and video of all necessary repairs and offer my wife validation and transparency of all repair recommendations. Likewise, I asked him how any woman he knew would feel when after repairs were complete more digital photos and video was taken of each repair with explanations. He simply stared at me totally indifferent. I turned and left.
Fact #11: Abuse, deceit and indifference are diseases that are mostly whitewashed over, still! The culture is to hit numbers, sell everything and more. The culture may not condone abuse, deceit and indifference, yet the culture's financial goals permit whatever it takes to get the numbers. Where the aftermarket was handed customers from franchised dealerships not caring whether a customer returned or not, the aftermarket, in its need to hit financial targets, are no better at all, and in fact, worse today than ever in my opinion.
Fact #12: Abuse, deceit and indifference can and must be cured. Today, unlike any time ever, the franchised dealership industry has the best opportunity ever to earn back and keep every customer that left us for greener pastures of aftermarket on price. Convenience may be the aftermarket's remaining strength. So, become more convenient, period!
Fact #13:If your dealership is not 100% validating and being 100% transparent in your every transaction with your every customer, you must convert now, today! It isn’t hard. It is change and will take some coaching. I promise it will not hurt. I promise it will make immediate positive differences in people, process, communication and relationships. It will make such huge positive differences in your business.
Fact #14: I promise 1TeamSynergy’s unwavering commitment to cure these horrific diseases once and for all.
Prediction: No matter your dealerships current fixed absorption or retention, your dealership will be at or above 100% Service Absorption and 100% Retention-Proof within 24 to 30 months implementing and practicing "The 7 Habits of Highly Energized, Synergized and Productive Dealerships."