Jeff Cowan's Blog

July 8th, 2009

Selling From My Perspective

By Jeff Cowan

"My Dog Would be a Great Greeter !"

Returning home late one night recently from a long road trip, I arrived to find my wife engrossed in a television show. I let her know I was home and she told me she was almost finished watching her show and that she would be upstairs in a minute. My stepson stuck his head out his bedroom door; i-phone stuck to one ear and said “I need $150 for school to get lab supplies. Just leave a check in the kitchen and I’ll get it on my way out tomorrow.” Then he closed his door and went back to talking to whomever it is that you talk to at 10:30 at night? Not quit the greeting I was looking for from either one; my how things change in just three years of marriage.

As I walked on through the house I finally reached the laundry room where I finally get the greeting I was looking for. As I opened the door, out stormed my dogs with the enthusiasm and excitement I used to get from the rest of the occupants in the house when returning from a trip. My dogs were not just glad to see me, they were ecstatic! They treated me like a long lost friend, like their best friend, like, somehow their lives were now better because I was there. Tails wagging, jumping up and down, barking; they were glad to see me and glad I was home.

As I continued with my “return home” routine, pouring a glass of wine, unpacking and generally unwinding, they were glued to me. As I told them about the work assignment I was just on, the near missed flight connection in Phoenix and how I was happy to be home, they seemed to hang on every word. Looking interested, sad or happy at the appropriated times – no kidding.

Ironically, on the trip I had just returned from, I had been hired to take a Service Department to the next level, beyond just working with Service Advisors and teaching them how to sell. This particular dealer group was looking to create a sales culture in their departments that created the atmosphere that everyone in the department was knowledgeable, caring and excited about what they were doing and excited about the customers they helped; A seemingly easy task, but not so.

I started with the Greeters and here is part of what I had asked them to do each time they approached a customer:

1. Stop what you are doing and give each customer your full attention.

2. Slow down and talk to your customer in a tone and pace that you would if meeting a lifelong friend. It may seem like it is slower and takes more time, but in reality it is not. When you rush your speech and have a hurried approach, you force your customer to hurry and any anxiety they were feeling only increases. They quickly become more agitated as they feel rushed. By slowing your speech pattern alone, it has a non hurried friendly appearance and actually relaxes the customer. In a relaxed state they are more likely to give more and better information. It will take no more time with this approach.

3. Look every customer in the eye when addressing them.

4. Tell them; “Thank you for coming in, we appreciate your business.” (Note: This greeting never fails to make a customer smile and never fails to disarm customers with the bad or negative attitude.)

5. Ask them either “Who are you here to see.” Or “How may we be of service to you today?” Both are open ended questions that force the customer to start giving you needed information that will help you move down the path of getting them checked in more quickly and accurately.

6. Find a Rapport topic and try and establish a little Rapport whenever possible. (See my training on how to Build Rapport for exactness in how to accomplish this. I teach both types of Rapport Building techniques. Those used when in an actual sales presentation and the type used in greeting and like scenarios.)

7. Listen to them intently.

8. Make your customers feel like you are excited and interested in them being there and they will be more interested in returning and excited about doing so.

From this point, if you were to install this in your department, what questions you asked and what direction you move toward will be dictated by the particular check in process you have on your Service Drive. Anything short of what I describe above and you risk making the customer feel unappreciated, not important or like just a means to an end. None of which are good.

After several days of putting this method into practice, the Greeters all agreed that the new approach made an immediate impactful approach. Even the Service Advisors noticed that the customers were more relaxed and open by the time they started talking with them after being greeted in this fashion.

As easy and as simple as what I have suggested above sounds, you would be amazed at how hard it is to change the habits of persons who have greeted for any length of time. I have found it easiest to include what you want and how you want it done in a detailed job description and contract. Make sure the Greeter understands what a Greeter is there to do; greet and make people feel welcome. Even when that is done it will still be necessary to inspect what you expect from time to time.

Back home, having finished my unpacking and my second glass of wine I had finally unwound and it was time for bed. I walked my still enthusiastic hounds back to their beds in the laundry room. As I reached up to turn off the lights, I can’t remember if they really said it or I just imagined it, but I swear one dog, Wheldon, said, “Thanks for coming back home, I really appreciate it.” And that’s when it hit me, with his ability to always be enthusiastic, caring, a great listener and making me feel needed, my dogs would be the best greeters in the world. Maybe I should just breed them, raise them and then send them to Dealerships. It would be easier with no training, contracts or inspections needed. Plus, I wouldn’t have to travel as much.

Right, wrong or indifferent, that’s way I see selling from my perspective.

If you would like more information on properly greeting your customers contact us at 800-248-2931. We will be glad to answer all of your questions.