Wayne's service advisor, Tom, had pretty good sales numbers, but Wayne knew those numbers could be improved because he fully understood the importance of relationship building, and Tom was not building rapport with his customers. Tom was also having quick conversations with customers, and just waiting for the sale to happen rather than educating the customers about the repairs and their importance.
When Tom joined the Elite Masters Program, Doris Barnes and Jen Monclus placed particular emphasis on role plays designed to help Tom build rapport with his customers. They also worked on the questions Tom should ask to keep his customers engaged, showed him how to communicate the benefits of every repair and service to help his customers understand the value, and taught him proven phone procedures that effectively turn callers into customers.
When Tom returned Wayne saw the results almost immediately, as within a short period of time Tom's ARO went up $50, and Wayne started receiving positive customer feedback that he was not receiving prior to the course. Wayne says that Tom's level of engagement is a night and day difference since he returned from the course, as he is now spending much more time building rapport, is asking a lot of good questions, and is educating his customers on the benefits of the recommended repairs and services. One of Wayne's favorite recent experiences was when he heard a customer say “no" to Tom at the very beginning of the conversation, then 45 minutes later saw Tom complete the sale with add-on's because of the skills he learned at the Masters Course. In addition to an ARO that is now $50-$75 higher than it was prior to joining the course, Wayne has noticed that his parts margin is now consistently over 55%, has noticed that Tom is converting many more phone shoppers into customers, and is seeing more positive reviews as well. When asked to share his thoughts on the Masters Program, Tom replied “My feelings about the Masters Training Program are this is the best sales training program I have ever been through. Most training programs you sit through a day or half day seminar about how to become a better salesperson. When you leave you always have good intentions to implement things you may have learned in the seminar, but most of the time after a day or two you fall back into your old habits and nothing has been accomplished. In the Masters Program you live the training every day for six months. During this six months you are given the tools to perform better than you ever thought you could. You are given goals and pushed to achieve those goals. When you follow the program you will see situations that you have covered in the training and you will watch your sales grow and grow." Wayne echoed Tom's enthusiasm when asked about the course by adding, “I don't know of any other training in the industry that creates the results I have seen. It is all driven by the accountability that the program demands, and the great instructors."