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What would happen if you doubled your customer count?

What would it mean to you if you doubled your customer count? Think about this. Do you know anyone, or any business that doubled their sales, say for a month, and repeated it the following month? Do you know anyone, or any business that doubled their Customer Pay Repair Order count, say for a month and repeated it the following month? Why not? Industry retention statistics are near 20% from sales to service and less from service back to sales. Industry closing ratios are near 20% in sales and not much better in service. If you were to double these percentages, would doubling customer count double sales and retention? Would your math prove that doubling your customer count more than doubles your sales and retention? Likely, yes?

What would it mean to double your customer count, double your sales, double your retention, double your income, double or more your profits? What would it mean to double your retention, say from 20% to 40%? If you doubled sales just today and then did it tomorrow, then the next day and so on, while putting into place the necessary communication, process and relationship skills to keep all those extra customer counts “raving fan fanatics” of your business with scheduled appointments in place, what would happen after these habits are 100% engaged positively with every customer?

Let’s, for example say a Service Writer writes 15 Customer Pay and Warranty tickets a day. Today this writer chooses to be a professional Advisor that will complete three disciplines not currently being completed. First, this Advisor will complete an Exceptional Vehicle Inspection Presentation (EVIP), selling nothing, advising and noting everything, teaching all why and how to buy from them. Second, this Advisor will complete an Exceptional Vehicle Active Delivery (EVAD) scheduling next appointments with everyone. Third, this Advisor will commence an Exceptional Relationship Marketing Promise (ERMP) creating, nurturing and developing a raving fan fanatic for life with everyone.

Now let’s do some simple math together based on this example with 100% results. Additionally, let’s assume all scheduled appointments are 90 days out from this new professional advisor. How long (in days or months) will it take for this one Service Writer, now a Service Advisor completing these 3 disciplines today ‘Exceptionally’ well to call “Time Out” because he/she cannot take another customer?

How did you do? The correct answer is 90 days! A Service Advisor today needs to be taught why and how to accomplish this. A Service Advisor with his/her locked-in raving fan customer base proves to double customer count based on industry average of twice a year visit average from average loyal customers.

So, what about those customers that are ‘some-timers’, visiting on their own once or twice a year that currently make up the majority of a dealerships base? Doing perfectly well the same three disciplines takes your customer count and retention to another doubling effect, yes or yes?

So, what about those new customers that “try” your business, whether from the sales department or once-in-a-blue-moon ‘Warranty only’ returnee, or a disgruntled person from another dealership or aftermarket? Exercising these 3 disciplines with everyone can you envision 100% Retention within a year or so?

For sales, in place of an EVIP, an Exceptional Vehicle Demonstration Process (EVDP) is the lead-off discipline, with the EVAD and ERMP the same as for Service. If an average sales person is currently averaging 10 sales a month, how long will it take this person to become a professional Sales Advisor, selling nothing, advising and noting everything, teaching all why and how to buy from them and have at least two consecutive months at double customer count – double sales to 20 a month or more?

How did you do? The correct answer is 90 days. A Sales Advisor today needs to be taught why and how to accomplish this. At what point does a professional Sales Advisor simply doubling their average from 10 to just 20, need not take another “Up” again to remain at this 20 level? Think about this and share your answer!

This exercise may cause some to pause and ask themselves if a bit of incremental change is in order or a complete radical change best. Pause for a moment. Which change is best for you? The reality of an entire achieving this doubling effect one person at a time is fully unrealistic. Unless of course everyone was to double their customer count individually, right? The likelihood of this is like an Olympic high jumper jumping from here over the moon and back! But, can an entire business double and more their customer count? Yes! Yet, only in complete team synergy with one department doing it for another, in unconditional reciprocity back and forth, can this occur. Putting aside WIIFM for a radical WIIFT solely, implementing these disciplines, miracles occur. Team synergy is the miracle influencer of a business doubling and more customer count!

Consider discarding incremental change for hopeful incremental improvement. A new minor average still leaves everyone and everything average. And, who really wants that?

Radical is the enemy of incremental! Embracing a phenomenal radical change for radical improvement betters everyone and everything for the long run. This radical change converts a “customer satisfaction” base into a “raving fan fanatic” super referring base, leaving in the dust “customer satisfaction” as a silly concept of the past.

If you can double customer count, is this enough to Retention-Proof your business? Let’s do the math! If you can double customer count, would you just accept this as your new normal or continue to a tripling effect; and achieving this, is this enough to more than Retention-Proof your business? And, if you’ve come this far, is 100% Retention now achievable?

20% closing and 20% retention is our abnormal normal! Would you welcome a new normal? Do you really care for normal, or can exceptional be your new standard?

God created each of us in his own image and likeness to be the absolute best example of ourselves following His exceptional love-one-another example. Normal produces stagnation, incremental improvement maybe, laziness, sub-standard averages, complacency, all leading to entitlements, greed, outlandish self-interest, anger, dismay, with negativity at the heart of incremental. Who needs this?

God is radical. God is the best example of radical. Radical is living! Radical is energy! Radical is the best you, the best team, the best business you perhaps, haven’t even dreamed of --- yet! Radical is the business that becomes the best example of the best examples of all together in team synergy. What can possibly be negative in you and your business becoming the best radical you? Let’s live radically to become what we were born to be!

What would happen if you doubled your customer count?

I've created a 50 page eBook that you can download for free, along with 4 videos that will be emailed to you every other day that will explain how to double your customer count in 7 months. Register HERE and I'll send it right to you.

Tom Wiegand

1Team Synergy Coach

Views: 274

Tags: 1TeamSynergy, Tom Wiegand, customer loyalty, double customer count, team syngery


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Comment by Tom 1TeamSynergy Wiegand on July 2, 2012 at 6:11pm

I appreciate your input; thank you, David.  Our dealership industry deserves better.  Doubling customer count is a radical movement from where average sits stagnantly.  Radical minded dealers will not stick their feet in to test the temperature, but jump in, swim fast, win, and accomplish something perhaps considered Olympian!  

Comment by David Johnson on July 2, 2012 at 2:31pm

Wow Tom, this really gives one plenty to think about. While I don't work in a dealership I can image how much doubling the customer count would mean to a dealership. These ideas may be radical but it's the radical thinking that has lead to many of the innovations today, both in and out of the dealership.

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