Our Best Customer Is An Educated Buyer

We have had this as our motto for years, “Our best customer is an educated buyer!” Training, service, values, knowledge, learning and skills all play a role in how we help educate or how we ourselves are educated. Think about it, if you are making a decision wouldn’t you want to make an “educated” decision? Customers should trust and believe in you. They should not feel they are being told what to do or given one-word explanations. A customer deserves to understand the value.

Picture this, “Um ma’am, uh, I have your air filter here, and it is dirty. Would you like it replaced?” Customer says, “No.” Why would they have said yes? Because it is dirty? Do they understand what dirty means? Most likely they do, but do they understand the benefits of having a clean air filter or replacing an air filter in a timely manner? Likely in this instance the customer said “no” because she did not understand the value, did not understand the service or why it was beneficial? You have to remember the why, what, when and where. Customers deserve to understand, and then let them make a reply. If they understand, they will, in turn, trust you, and you will most likely receive a lot more yeses from your customers!

Make it a culture. Make it a policy to train, educate and build on value and service. If you do, every employee will live it, and, in turn, customers will see the difference. The no’s will turn into yeses, and the attitude will be positive. There will be a difference in the level of service offered if it is a policy to train on service, a policy to train on value and education. Remember, employees have to be educated on policy and services before they can educate the customer.

Albert Einstein said, “If you can’t explain it simply, you don’t understand it well enough.”

Think about your favorite customers who trust you because they understand what you are doing. This customer comes in, and you are so comfortable with them, you feel like you can offer them anything because they believe in you. You are their hero. You keep their vehicles on the road, you spend time with them and you explain the services. When you consider the phrase, “Our best customer, is an educated buyer,” would you not want your customers to be educated on what they are going to purchase? When your customers trust you and believe in you, they are making an educated decision to come to you to have their vehicles serviced.

Believe in Yourself, and Anything is Possible

Believe in yourself. Do not let the word no dictate the next customer and how the rest of your day goes. Continue on, and remember to ask every time. These are services that protect your customers’ investments. Whether it is just an oil change, oil system cleaner, engine treatment or a fuel system cleaner, with the services you offer, you are helping keep your customers’ vehicles on the road longer.

I am sure you are familiar with the saying, “Maintain it now, or repair it later.” The average age of a vehicle on the road today is almost 12 years old. That means it is cheaper to maintain your customers’ vehicles than for them to have a car payment! Believe in what you are doing, believe in the services you offer and educate your customers.

Amber Kossak

Amber Kossak is president and CEO of Solid Start, manufacturer of True Brand Products. She has been in the automotive industry for almost 20 years and is serving on the AOCA board of directors. She can be contacted at: kossak@solidstart.biz

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