Developing a relationship with a reputable independent authorized
service company can provide many of the same advantages.
Don't wait until an angry customer is standing in your showroom to
figure out who services the products you sell. Build those relationships
in advance.
Know the authorized service companies in your market. Meet their
owners and managers. Understand their service area, the manufacturers
they represent, and the challenges they face. Make sure your sales and
customer service teams know who to contact when assistance is
needed.
Most important, treat the servicer as a business partner, not just a
phone number to give a customer.
Communication between the dealer and the independent servicer
can help identify product issues, installation concerns, parts problems,
and recurring customer questions. A strong relationship gives both
businesses an opportunity to protect something extremely valuable:
the customer's confidence in the brands and companies involved.
Whether the technician driving to your customer's home works for
your dealership or an independent authorized service company, the
service experience will influence where the customer buys their next
appliance.
Make Service Part of Your Brand
If you have an internal service department, talk about it. Train your
salespeople to explain its value. Feature it on your website and in your
advertising. Let customers know that your relationship with them
doesn't end at delivery.
If you rely on independent authorized service companies, build those
relationships with the same care you put into relationships with
manufacturers, distributors, and other important business partners.
Ultimately, sales and service share the same customer.
The dealerships that understand that connection have an opportunity
to turn after-the-sale service from a necessary
obligation into a powerful tool for customer
retention, employee support, and future sales.
David Smith
Dave Smith Appliance Services LLC
Vice President – UASA Board of Directors
RO
