Friday, June 21, 2013

“Parts, Hold…”

Most customers consider your parts counter personnel the face of your brand. The right person will become a customer’s “my guy/gal” – the wrong person will disconnect that customer from your brand.

We spent a lot of time and effort learning about heavy equipment end-customer expectations in focus groups we conducted across the country last year. After all that, it turns out their wish list is short and simple; everyone agreed that counter personnel should:
  • Answer the phone promptly
  • State their name (it’s courteous and it bears accountability)
  • Pull up my equipment in their system
  • Give me the price and availability for the part
  • Get visual confirmation that the part is actually in stock
  • Offer additional part options (e.g., reman, IAM)
  • Mention any associated parts I may need
  • Offer delivery options

What do they get instead? Long wait times. Lack of courtesy. Unprofessional noises. No relationship-building. And a feeling of dread when they have to call the dealer.

Bottom Line: Many OEMs offer parts counter personnel training. What is lacking is effective follow-up and accountability. Why not implement a parts counter training program with mystery shops? In our June 10 blog we talked about using personality tests to hire the right people and properly train them to represent your brand. This can have a significant impact on customer satisfaction and help you sell more parts.

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