In his previous position, Brian incorporated videos to help service customers know what to expect and help increase dealership retention.
Tactical Tips Episode #9 Transcript
BRAD: Awesome, guys. Hey, it’s Brad back here with Brian Kramer. He’s the General Manager of Germain Toyota of Naples, and I’m excited to have him here because he’s changing things when you look at the process that people go through in a dealership. We do a really terrible job of educating our customers on the fixed ops side, and we stuff them down a process that’s really hard for them. So, Brian, I’m glad you’re here, glad that you get to share this. I think everybody at Driving Sales is going to be excited to hear what you guys are doing since you’re usually on the forefront of things.
BRIAN: So here’s what we’re going to be doing. Obviously, you’re in the loop on this because we’ve been working on it. But we want to get away from discounts, and I’m talking about in fixed operations, not sales. So we want to get away from discounts, big coupons, all the other things because we here at Toyota Naples, we believe that the biggest retention and the best way to get customers back in is by removing the friction from their experience and making it easier to schedule service, easier to come in, drop off the car, pick it up and get in and get out and not spend that much time here. And obviously bleed the brake lines, if you will, out of all the air bubbles in our process, all the inefficiencies. So what we’re working on with FIXED OPS DIGITAL, we’re going to develop a series of videos that, prior to the arrival, no different than on the sales side, we walk the customer through with a video appointment confirmation. How are they going to pull up? Where do they go if it’s a 25,000-mile or less service? If it’s an over 25,000-mile service, which lane do they go into? So that it visualizes prior to their arrival, they can see exactly, and then when they pull in, it’s just what they saw on the video. So they walk into the right door, they go and see the TXM advisor versus the diag advisor, and they know exactly who they’re going to see, what they’re going to experience, and we’re going to walk them through the next steps of what their video MPI is going to look like. And that’s also going to reinforce obviously our process, because if they’re getting an expectation that they’re going to receive a video MPI, obviously if they don’t receive that, they’re going to wonder why didn’t they receive that? So we really feel that a whole holistic approach with video clearly setting out expectations then obviously on our side, living up to them is the key to our growth in 2022 and beyond.
BRAD: And I think that’s fantastic because you know when you go to a Jiffy Lube, or when you go to a smaller place, you kind of know the process, right? When you go to a dealership, you have sales, you have service, you have parts. Some people have never been there if they’re new to the area or if they haven’t done business with you. So removing that anxiety is huge, right? Removing that anxiety from coming back in because it can kind of be intimidating. I remember my first day in the car business coming into a dealership, and it was an intimidating thing, right? So I think that’s fantastic. Look forward to you guys sharing more as it goes through. I think we can repurpose a lot of those videos for Google My Business and Facebook and stuff like that, so you’re going to get a lot of extra content around those. So I’m excited. Brian, thank you so much for sharing. I’ll put your contact information in case anybody has any questions or they want to reach out.