A Tale of 2 Auto Mechanics – Which One Would you Prefer?

Like us, our customers are in competitive industries and are struggling for a business edge. They want more than just good customer service that makes them feel good. They want GREAT customer service that also helps them gain a competitive advantage. The tale of 2 auto mechanics below, is indicative of the choice we have as service providers. Which one would you prefer?

Our technicians play a major role here. Their value comes from going beyond doing great work. They must also understand the goals their customers have and the challenges that they face and make recommendations based on their knowledge and expertise that will help the customer succeed. Those companies that don’t engage their technicians in this way are at risk of losing business in the future.

Imagine two scenarios. In both scenarios your car needs an oil change and you also ask the mechanic to check a noise that you hear each time you depress the brakes. The mechanic in scenario A is friendly and competent. The waiting room is comfortable and has free coffee and WiFi so you decide to hang out there while the oil is changed and the inspection carried out. You’re delighted that the mechanic returns 30 minutes later to report that your car is ready. He assures you that the noise from the brakes was caused by normal corrosion and he cleaned things up and has eliminated the noise. He recommends that you get a full service on the brakes the next time they need changing. 40% wear remains. There is a small charge for the brake inspection that you gladly pay along with the fee for the oil change. As you leave, you think about why you patronize this garage. It is because of the fact that this mechanic is reasonable, thorough and friendly.

In scenario number two, the technician is also friendly and confident. He too invites you to use the waiting room, which has both free coffee and WiFi and is as comfortable as in the first scenario. Thirty minutes later, the mechanic returns and provides the same explanation for the noisy brakes and the same recommendations for the brake service for next time. Like the mechanic in the first scenario, he points out that there is 40% wear left on the pads. He then provides some additional information. He explains that there is a new brake pad available that is made up of a composite of materials. It offers the same braking performance as conventional pads. It costs about 20% more but wears much more slowly. In fact, studies have demonstrated between a 70% and 100% improvement in pad life. He leaves you with a brochure on the new product and suggests that you keep it in mind for when your brakes need replacing. You pay the bill – which is comparable to the bill in scenario one, and head out. As you leave, you think about why you patronize this garage. You recognize that not only is the mechanic reasonable, thorough and friendly, but he is very much in tune with what is going on in the industry and uses that knowledge to make recommendations to enhance your driving experience. He has often brought several new ideas to your attention – many of which you have taken advantage of.

Which of the two mechanics would you rather deal with? If you said scenario number 2, you would not be alone. Like most of our customers, you see value in the mechanic using their knowledge and expertise to bring to your attention information on products and services that might benefit you. You might even feel that, in the competitive world of car maintenance, the mechanic in the first scenario will have a difficult time differentiating his business and, in the long term, may lose business to the more proactively focused competitors.

To deliver GREAT service, our challenge as managers will be to create scenario number 2 – to enthusiastically engage our technicians in helping our customers to be better off by becoming trusted advisors. We must set an environment where this activity is encouraged and supported. We must ensure that every one of our technicians recognizes their proactive efforts as a critical component of the service that we provide. We must communicate this to our customers and use our approach to differentiate us from the rest of the pack.

How do your service techs stack up? To get greater insight into where you are strong and to identify possible opportunities for improvement, download our “How Proactive is Your Service Team” self evaluation worksheet. Any questions? Just contact me. I would be delighted to hear from you.

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Jim Baston

“Strive not to be a success, but rather to be of value.”

– Albert Einstein