One of the most important things your service dispatcher should do is to find out the age of the equipment on every new customer when they first call in. Note: when you tell the new customer the diagnostic is $89.00 and they start to hang up, immediately say "unless you are a new customer we have a special $49.00 diagnostic, just for new customers".
The age is extremely important. If the customer wants to know why you want to know the age, you tell them you have a technician that is much more familiar with older systems and his truck is stocked with proper parts.
When you find out the system is 14 years old, alarms should go off all over the building. This is $8,000 to $10,000 job, either now or in the next 2 to 3 years. This customer is like the "goose that laid the golden egg". They are going to lay the "Golden Egg" you just don't know when. You can't tell them you will be there day after tomorrow. you have to hold on to them until they lay the egg!
Who are you going to send on this call? you have Tom, Dick & Harry. Tom & Dick never sold anything. Harry is a great salesman. You have to send Harry even if you have to rearrange the schedule. Harry has to be thoroughly coached on how to handle all calls on units over 14 years old. Harry has to be properly equipped to sell replacement systems. Harry has to be properly rewarded for selling systems. Harry has got to sell them a system or Harry can't leave the house without selling them a maintenance agreement, no matter what he has to do. Harry has to make them your customer.
Suppose you don't find the age of the system. Suppose you handle this like a regular service call. Suppose you tell them you can't get there for 3 days. This customer will call another service company. You will lose the "Golden Egg".
Thanks for all you do and as always “Expect More From Us”!
Thanks,
Bruce Martin
Dealer Business Consultant
Value Added Distributors
(757) 469-1205
