SERVICE IS SELLING
Albany, Ga.
Jackson, Miss.
Service is selling. Good service consistently performed attracts people (customers) to the dealer with merchandise on hand to display and sell and - - - no body but customers make the business.
Numerous methods and devices are employed by the enterprising seller to promote and maintain customer contact but, outstanding among them is Service - reputable Service made available to the buyer. The dealer with good Service well done not only retains his customers from year to year but is often rewarded by acquiring new contacts (customers) largely by means of words of mouth - conversation among satisfied customers. Call it his most effective customer relations or voluntary advertising. There are no finely drawn lines between Service and Selling - - - Service is Selling.
Situations of this sort don't just happen however. Good planning and an evaluation of future possibilities predominate here. Strictly from the physical aspects of Service, contributing factors are 1.) an orderly, well equipped and properly manned service shop with the know how to do the job. 2.) Well groomed personnel and personnel towards attitude towards the service customer who after all pays the fare. 3.) Immediate acknowledgement of his presence on arrival as a gesture of good will - no individual in the organization is too big to recognize the presence of a customer. 4.) A well placed rack and/or appropriate dollys in the receiving area where the customers' motor, properly identified after consultation may be hung with the appearance of being treated with respect and, something of interest on display for him to look at and perhaps buy while waiting.
Though personnel attitude towards the customer is a matter of significant importance in the operation of any successful undertaking, a good job of Service well performed clinches the deal. Differences of opinion may on occasion creep in to disrupt the customary daily routine and as such when treated with patience, a little tact and graciousness are ordinarily disposed of to the advantage of all concerned. A satisfied service clientele is surely the dealers most valuable asset.
West Falmouth, Mass.
Jacksonville, Fla.
Ft. Lauderdale, Fla.
The Service Shop need not be the largest nor the most elaborate but planned and organized in accordance with individual requirements to do the job. The well equipped shop arranged for efficient operation in an orderly fashion creates a lasting impression with the service customer and prompts him to call again when in need of assistance or when considering "Something to buy", which is good for the business.
Knowledge of the product - the finest of shop layouts is of little consequence without qualified and properly trained personnel. The individual to whom service is intrusted must not only know his Johnson Motors - their details of construction and performance characteristics but have a thorough knowledge of boating, boat construction, performance qualites, propeller installation, trailers, marine hardware, accessories and boating legislation. The responsibility of assembling a complete and satisfactorily performing boating unit rests on him. Knowledge of the products makes his job easier and more interesting - he services and sells with confidence.
It's a mistaken thought to assume that knowledge of the product is best confined to the Service personnel. Knowledge of the product is of equal importance and significance to the floor salesman to assist in making his sales presentation more interesting and effective. There is little inducement for the prospect to buy from the fellow "Who doesn't know".
It's not too difficult to arrange a display in or near the area designated for Service Receiving. Something to arouse customer interest while waiting. A display of this sort might include at least one of the new Johnsons, an assembly of boat and motor accessories, sundry items of ordinary maintenance, marine hardware, repair and first aid kits, items required by boating legislation, etc., - all with ready access to the motor/boat/trailer display once his curiosity and exploration of interests have taken over while waiting.
The experience of many successful dealers has revealed that self-service works out quite well in this respect. Customer browsing among items for sale ought to be encouraged. It's the EXTRA profit here and there that adds to build the daily total.
Many avenues of customer approach are opened through Service - Service is selling.
JOHNSON MOTORS
Jack Penland
Service Promotion Manager