Guest commentary: Your walk around the car makes dollars, sense

The lack of available new vehicles and higher sticker prices mean consumers are holding on to vehicles longer. This is expected to increase service department business and revenue, which is a silver lining during this time of inflation and high interest rates. According to Cox Automotive Chief Economist Jonathon Smoke, "The service department usually does well and is somewhat counter-cyclical during economic downturns."

As a dealer, you can hope service revenue increases in 2023. Or you can hold service advisers accountable for proper vehicle walk-arounds and help revenue increase while building long-term client relationships.

Every dealership service department can diagnose and repair a vehicle. But those service departments that train service advisers to complete a consultative walk-around based on client needs build customer rapport and trust and see an increase in repair orders. Because service advisers in most cases are paid through a commission-based structure that incentivizes them to sell services, why do too few complete this necessary task?

The No. 1 reason is time. Service advisers often feel overwhelmed and pressured to get vehicles into bays for the requested service so they can move on to the next customer. While understandable, this ignores a few key points.

First, today's scheduling software can easily be adjusted to give advisers a few more minutes with each customer while continuing to keep cars flowing through service lanes.

Second, a proper walk-around can be completed in as little as three minutes. Lastly, a collaborative walk-around with the customer builds trust for a smooth service experience, adds as much as $130 per repair order, according to Dealer Solutions data, and sets the stage for a long-term relationship. How can you not make time for that?

Which brings me to the second reason why not enough advisers do a walk-around: training. Too many service advisers skimp or avoid the walk-around because they lack training. They are expected to hit ever-increasing hours per repair order goals but receive very little insight on how to do it. How is that fair? Let's train advisers to confidently complete this crucial process to benefit them, the customer and the dealership.

No one wants to turn advisory staff into selling machines. Increasing the hours per repair order per customer needs to be a natural outcome of a thorough inspection and attention to the details of what the client needs. The goal is to create a relationship by showing a genuine interest in the client and their vehicle. A relationship leads to ongoing service business and the opportunity to sell another vehicle.

A great walk-around starts by meeting customers at their vehicle, tablet in hand, to take notes and video. This sets the tone for a collaborative process between the adviser and the customer, who can help with the inspection by doing things such as turning on the headlights and moving the steering wheel to the left and right so the adviser can check tire tread depth.

All the while, the adviser can be engaging the client in conversation and starting to form a relationship. That process takes two to three minutes tops. Once the inspection is complete, the adviser and client can walk to the service desk.

Once at the desk, advisers can recommend only the service or repairs the customer needs, backed up by video or photos. Then they need to stop talking and start listening to the customer.

Too many advisers talk themselves out of a sale because they talk more than they listen. An adviser who listens may pick up on a concern that hasn't yet been discussed but is important to the client.

Advisers also need to pay attention to body language. A customer in a hurry may wave off the collaborative walk-around. That's OK. Don't do a walk-around with a hostage. Instead, advisers need to be trained to follow the client's lead and adapt their process and behavior to match.

Service advisers have two goals. First, build friendly relationships with clients based on expertise and trust. Second, meet the customers' needs for a safe, reliable vehicle. When advisers have the time and training to perfect the art of the walk-around, meeting these goals will naturally follow.