THE SHOP

November '19

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16 THE SHOP NOVEMBER 2019 friend to call or visit your business with a series of questions and problems. Have them document the responses and report back to you in confidence. This way you can identify the areas that need to be addressed in your program. Then, outline your ECRTP, beginning with your company profile, including your primary products and services that you want to emphasize and promote. Identify what makes your business special. You may want to come up with a theme or slogan in the process. Then, identify your capabilities and limitations. Because every business does not do all things for all people, it is important to establish a relationship with allied busi- nesses on a reciprocal basis. You refer them and they do the same in return for you. List these out. Customers appreciate it when they can go to one source and feel confident they will be taken care of, and it is important for all your employees to know all of this. Next, list why customers should buy from you, including exclusives, products, services, etc. It's important that all your employees understand all of these factors— it will raise their morale and performance and make them feel that they are on a win- ning team. Every employee will be more confident and positive when they are made aware of how to best serve your customers. MAKE IT OFFICIAL After compiling and organizing all of your business information, put it down on paper. This is your ECRTP. For your employees, make up a flier that lists your company objectives, features, services and key product specialties in a positive way. Then prepare a presentation for your entire staff. If you want to make a big splash, con- sider introducing the program at a kick- off event. Arrange a rally-style business meeting including food and beverages. Have T-shirts made up with your logo, theme or slogan. At it, present an upbeat team effort ses- sion. Be open to any ideas and suggestions from your group. Remember, the objective is to provide help and guidance so that employees feel more confident. Staff members are always more enthusi- astic if they are involved. You may be sur- prised with the enthusiasm and increased productivity that results from clearly stating your shop's business focus and strengths, and then asking for employee input. There is an old saying, "The customer is always right." While this might not always be the case, remember that your customer is the reason why you are in business. So, keeping your current customers happy and attracting new ones is the highway to increased profits. This is done by having all of your employees treat every customer with respect and courtesy, offering recom- mendations based on product and service knowledge, and making sure every cus- tomer is taken care of by providing prompt, excellent service. Your Employee Customer Relations Training Program will help your business profit and grow. TOM SMISEK is a Certified Advertising Marketing Consul- tant based out of Orange County, California. Over the past five decades Tom has designed and implemented the advertising, marketing and PR campaigns that launched automotive aftermarketers like: Currie Enterprises, K&N Air Filters, Dick Cepek Off-Road, PROTHANE, Classic Industries, Original Parts Group, Unocal Racing Gasoline and more. He has also worked with compa- nies developing their management and orga- nizational programs. www.smisek.com Every employee will be more confident and positive when they are made aware of how to best serve your customers. Develop your own Employee Customer Relations Training Program (ECRTP) and then present it in a positive way that makes employees feel included. Developing Training for Shop Employees

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