Auto Schmooze

Your customers are not cars. Nor are they dollar signs. They are people. Do you make an effort to make a connection, to learn about them? Here is an example of finding out about a customer.

A potential customer in his late 60’s stopped by to check us out. He liked what he heard and scheduled his window regulator, $525. When he dropped it off, he introduced me to his wife. Here’s what I found out about her in the short time it took to write up him and his car for the first time:

  1. She went to the University of California at Berkeley in the ‘60s
  • Berkeley hasn’t been to the Rose Bowl since 1958
  • They have a good basketball team
  • She majored in English – less writing than history
  • Took astronomy

2. Her liberal arts physics instructor was Edward Teller of the Manhattan Project

3. Not involved with the university anymore

4. She loves blond jokes (she’s blond)

5. Loves reading, real books, the library.

  • Almost walking distance of the main library
  •  I encouraged her to make the healthy walk

6. On her phone map, she puts South on top if she’s driving that direction

  • Can’t do car rally’s – too technically demanding. Missed the drive
  • Thinks golf messes up a perfect walk

7. Sees blueprints in 3 dimensions

8. Edited the Porsche club magazine

9. Married 40+ years

I asked questions!!! I listened. Showed interest. And learned something (when I Googled Edward Teller and the Manhattan project).

Why does any of that matter?  

Oh, we found his coolant tank was leaking. He OK’d it. First time bill: $967.

Get to know your customers as people, not cars. It builds trust, reduces anxiety, and helps the bottom-line. They say yes so much easier.