marine industry dealer certification program. larry russo chairman dealer quality and standards task...
TRANSCRIPT
Larry Russo
Chairman Dealer Quality and Standards
Task Force Grow Boating Inc.
Past ChairmanMarine Retailers Association of America
Larry Russo
Chairman Dealer Quality and Standards
Task Force Grow Boating Inc.
Past ChairmanMarine Retailers Association of America
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Bob WilliamsBob Williams
PresidentPresidentFive Star Solutions, LLCFive Star Solutions, LLC
PresidentPresidentFive Star Solutions, LLCFive Star Solutions, LLC
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Why Certification? – TranslationWhy Certification? – Translation
Make More Money - $ Sell More Product - Sales Volume
Business Growth
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Marine Industry Certification StrategyMarine Industry Certification Strategy
$ Performance/Profitability $
Current IndustryStatus
Current IndustryStatus
De
ale
rsh
ips
Pull ForwardPull Forward
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Certification RequirementsCertification Requirements
• 100% Sales and Service • Track and trend results
ProcessFeedback
• Job descriptions• Performance evaluations• Professional appearance• Annual Employee
Satisfaction Survey
• Technicians• Management courses• Employee job training• Product training
(Sales & Service)
• Appearance• Signage• Parking• Boat and accessories
display area
• Inventory• Organized and professional sales process• Greet customer promptly• Honest, professional and non-manipulative• Product orientation• Inspection and delivery
• Principle provider of service• Timely access to parts, tools, test
equipment and service information• Sufficient number of technicians• Quality Assurance
- On-time delivery- Repair progress
CUSTOMER SATISFACTION SCORESCONSUMER BILL OF RIGHTS
CUSTOMER SATISFACTION SCORESCONSUMER BILL OF RIGHTS
EMPLOYEEEMPLOYEE TRAININGTRAINING FACILITYFACILITY
SALES PROCESSSALES PROCESS SERVICE and PARTS PROCESSSERVICE and PARTS PROCESS
CUSTOMER FOLLOW-UP PROCESSCUSTOMER FOLLOW-UP PROCESS
- Explanation of repairs- Comeback Log
• Service• Landscaping
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Must have in place or have access to a C.S.I. program in both sales and service
C.S.I. results must measure dealers’ ability to take care of customer needs
Subscribe to the philosophies of operation as outlined in the Marine Industry Consumer Bill of Rights
Customer Satisfaction RequirementsCustomer Satisfaction Requirements EMPLOYEE TRAINING FACILITY
SALES PROCESS
CUSTOMER SATISFACTION SCORESBILL OF RIGHTS
CUSTOMER FOLLOW-UP PROCESS
SERVICE PROCESS
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Job descriptions for each position
Annual employee performance evaluations
All employees are easily identifiable and professional in appearance
Conduct an annual Employee Satisfaction Survey
Employee RequirementsEmployee Requirements TRAINING FACILITY
SALES PROCESS
CUSTOMER SATISFACTION SCORESBILL OF RIGHTS
CUSTOMER FOLLOW-UP PROCESS
SERVICE PROCESS
EMPLOYEEEMPLOYEE
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Technician training on all products serviced by the dealer
Owners/managers attend nationally recognized management courses at least 3 days per year
Job training is provided to every employee
Annual product training for sales and service
Training RequirementsTraining Requirements EMPLOYEE TRAININGTRAINING FACILITY
SALES PROCESS
CUSTOMER SATISFACTION SCORESBILL OF RIGHTS
CUSTOMER FOLLOW-UP PROCESS
SERVICE PROCESS
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Facility RequirementsFacility Requirements
Overall pleasing dealership appearance,competitive for the marketplace
Appropriate permanent signage Clearly marked boat and vehicle parking Boat and accessories are displayed properly in a clean,
orderly and customer-accessible fashion Outdoor display areas are attractive, well-organized and
easily recognizable Service areas clean, well-maintained, organized and uncluttered Well-maintained landscaping
Overall pleasing dealership appearance,competitive for the marketplace
Appropriate permanent signage Clearly marked boat and vehicle parking Boat and accessories are displayed properly in a clean,
orderly and customer-accessible fashion Outdoor display areas are attractive, well-organized and
easily recognizable Service areas clean, well-maintained, organized and uncluttered Well-maintained landscaping
EMPLOYEE TRAINING FACILITYFACILITY
SALES PROCESS
CUSTOMER SATISFACTION SCORESBILL OF RIGHTS
CUSTOMER FOLLOW-UP PROCESS
SERVICE PROCESS
Facility Checksheet - Quarterly
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Provide adequate inventory to support customer requirements Approach selling in an organized and professional manner Ensure customers are greeted promptly and courteously Ensure all the needs and concerns of the customer are addressed
in an honest, professional and non-manipulative manner Provide customers with a thorough product orientation of every
boat/motor purchased, including on-the-water demonstration (where practical)
Before delivery, prepare and inspect the boat according to manufacturer’s guidelines
Ensure customer receives an explanation of manuals, warranties, and instructions for safe operation
Provide adequate inventory to support customer requirements Approach selling in an organized and professional manner Ensure customers are greeted promptly and courteously Ensure all the needs and concerns of the customer are addressed
in an honest, professional and non-manipulative manner Provide customers with a thorough product orientation of every
boat/motor purchased, including on-the-water demonstration (where practical)
Before delivery, prepare and inspect the boat according to manufacturer’s guidelines
Ensure customer receives an explanation of manuals, warranties, and instructions for safe operation
Sales Process RequirementsSales Process Requirements EMPLOYEE TRAINING FACILITY
CUSTOMER SATISFACTION SCORESBILL OF RIGHTS
CUSTOMER FOLLOW-UP PROCESS
SERVICE PROCESSSALES PROCESSSALES PROCESS
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Sales Process How do you meet requirements?Sales Process How do you meet requirements?
Document and follow mapped Sales Process
Conduct quarterly management reviews
Document corrective actions and process improvements
Communicate process improvements to employees
Complete a Delivery Check Sheet for each purchase
EMPLOYEE TRAINING FACILITY
CUSTOMER SATISFACTION SCORESBILL OF RIGHTS
CUSTOMER FOLLOW-UP PROCESS
SERVICE PROCESSSALES PROCESSSALES PROCESS
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SALES Process Map - Sample
Finance andInsurance
Finance andInsurance
PurchaseConsultation
PurchaseConsultation
Product Demonstration
Product Demonstration
Identificationof Wants
and Needs
Identificationof Wants
and NeedsGreeting and
ReceptionGreeting and
ReceptionInquiriesInquiriesConsiderationConsiderationProcessSteps
Responsibility
1 2 3 4 5 6 7
Actions
DealershipBenefit
© 2005 Five Star Solutions, LLC
Follow-UpFollow-UpPrep andDelivery
Prep andDelivery
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• Attend boat shows
• Send out direct mail or dealership letters
• Advertising• Contact owner
base• Internet leads• Special
promotions and events
Sales Dept. Receptionist/Salesperson
• Ensure customer is greeted promptly and courteously
• Offer assistance• Address customer
needs & concerns in a honest, professional and non-manipulative manner
• Ask for a name, address and phone number
• Offer to set up appointment
• Thanks customerfor calling
Internet Inquiries• Respond within
12 hours• Obtain customer
contact info• Secure appointment
Receptionist/Salesperson
• Greet the customer immediately
• Project a positive and professional attitude
• Find out how you can assist the customer
Salesperson
• Assess boating lifestyle: discuss needs and usage
• Ask what boat is desired
• Discuss boat features
• Discuss finance options
• Ask customer about possible trade-in
Salesperson
• Explain warranty and features
• Perform feature benefit walk-around
• Offer sea demo (if applicable)
• Discuss possible accessories available in your parts department
Salesperson
• Explain options and allow customer to decide which works best
• Perform trade appraisal
• Ask customer for their business today
• Close sale and advise F&I person
• Thank the customer
Salesperson/F&I Person
• Introduce customer to F&I person
• Prepare trade-in paperwork (if applicable)
• Discuss manufacturer service contract options
• F&I person reviews service contract and discusses any additional aftermarket products
• Discuss all paperwork with customer
• Schedule delivery• Thank the customer
Salesperson/F&I Person
• Use the Boat Delivery Check Sheet to:
• Prepare and inspect boat before delivery
• Provide customer with a thorough product orientation
• Explain manuals, warranties and provide safe operation instructions
• Complete the CUSTOMER FOLLOW-UP PROFILE section; includes obtaining customer signature
• Introduce customer to Service department and discuss potential seasonal and/or off-season needs
Admin/Follow-Up/Sales Manager
• Send thank-you letter from owner
• Follow-up person calls customer within 7 days and documents call(s) on Boat Delivery Check Sheet
• Address any customer concerns
• Thank customer• Create CFR if
necessary and forward to appropriate department manager
• Fix process problems
• Reaches out to potential customers and improves volume
• Customer likes treatment and returns to the dealership
• Customer feels at ease with dealership - more likely to return to buy
• Salesperson saves time and customer return
• Satisfied customers mean fewer problems
• Satisfied customers mean fewer problems
• Additional revenue from F&I
• Satisfied customer mean fewer problems
• Problems surface and are resolved early
CustomerImpact
• Customer has access to product and promotion information
• Customer feels at ease at the dealership
• Quick greeting sets customer at ease
• Customer get the right vehicle for their needs
• Customer has more knowledge to make the decision
• Customers like having options available to them
• Information on products to protect their investment
• Customer is aware of features on vehicle
• Customer can voice opinions about process
NOTE: Certification requirements are shown in red.
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SALES Process Map
ProcessSteps
Responsibility
1 2 3 4 5 6 7
(Continue on next page if necessary)
Actions
CustomerImpact
DealershipBenefit © 2005 Five Star Solutions, LLC
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Dealership is the principle provider of service including selectively arranging for technical or remote assistance
Ensure timely access to parts, special tools, required test equipment and service information
Sufficient number of factory-trained technicians to meet customer needs
Maintain a work process that includes:- Finished on time- Repair progress
Service and PartsProcess RequirementsService and PartsProcess Requirements
- Work quotations- Quality assurance
EMPLOYEE TRAINING FACILITY
SALES PROCESS
CUSTOMER SATISFACTION SCORESBILL OF RIGHTS
CUSTOMER FOLLOW-UP PROCESS
SERVICE PROCESSSERVICE PROCESS
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Service and Parts ProcessHow do you meet requirements?Service and Parts ProcessHow do you meet requirements?
Document and follow mapped Service and Parts processes
Conduct quarterly management reviews
Document corrective actions and process improvements
Communicate process improvements to employees
EMPLOYEE TRAINING FACILITY
SALES PROCESS
CUSTOMER SATISFACTION SCORESBILL OF RIGHTS
CUSTOMER FOLLOW-UP PROCESS
SERVICE PROCESSSERVICE PROCESS
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Follow-upFollow-up
SERVICE Process Map - Sample
DeliveryDeliveryRepairRepairDispatchDispatchWrite-upWrite-upInquiriesInquiriesProcessSteps
Responsibility
1 2 3 4 5 6
Actions
CustomerImpact
DealershipBenefit
• Acknowledge customer with friendly greeting and offer assistance
• Knowledgeable individuals available to respond to customer questions
• Offer to make an appointment
• Thank customer and offer name and assistance
Internet Inquiries
• Respond within 12 hours
• Obtain customer contact info
• Secure appointment
ServiceDepartment
• Customer feels comfortable and wants to come in for business
• Increased customer base
ServiceDepartment
• Acknowledge customer with friendly greeting and offer assistance
• Exchange name and contact information
• Timely and courteous response to drive-ins and appointments
• Create Repair Orderusing customer’s own description of problem
• Provide customer with work quotation/ copy of Repair Order
• Inform customer of accessories promotions
• Discuss additional maintenance needed (if applicable) or promotional offers
• Discuss payment arrangements
• Customers immediately put at ease; provided with info
• Satisfied customers mean fewer problems for dealership
ServiceDepartment
• Assign work to appropriate technician
• Assess all commitments to technician considering time and stall availability
• Follow repair progress and advise involved parties
• Inform sales department of potential new boat sales opportunities (if appropriate)
• Arrange and monitor repair progress if customer is sent to “other” location for repair
• Saves time for customer; sets realistic expectations
• Satisfied customers mean fewer problems for dealership
Technician/Service Manager
• Diagnose and fix problem
• Ensure the repair is finished on time
• Follow Quality Assurance process to ensure all concerns are addressed
• Specify and expedite necessary parts
• Document and advise of any additional findings and complete all repairs
• Ensure Repair Order contains all necessary information: Complaint, Cause and Correction
• Boat will most likely be fixed right the first time
• Satisfied customers mean fewer problems for the dealership
Service Manager
• Inform customer when repair is completed
• Provide express checkout service
• Qualified person demonstrates repairs and addresses concerns
• Customer and employee sign Repair Order to verify repair was explained
• Complete transaction and thank the customer
• Use the Comeback Log to track customer return visits
• Customer questions are answered even before they ask
• Satisfied customers mean fewer problems for dealership
Follow-up person/Manager
• Contact customer by phone or mail within 7 days to ensure repair was complete
• Determine level of satisfaction
• Respond to customer issues
• Utilize customer feedback to improve process
• Customer can voice opinions about the process
• Problems surface and can be resolved early
© 2005 Five Star Solutions, LLC
NOTE: Certification requirements are shown in red.
PROCESS GUIDE
Page 79
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PARTS Process Map - Sample
Responsibility
Actions
ExpediteExpediteSpecifySpecifyInquiriesInquiriesProcessSteps
1 2 3
Parts Department
FRONT COUNTER
• Acknowledge customer with friendly greeting and offer assistance
• Knowledgeable individuals are available to respond to customer questions and needs
BACK COUNTER
• Acknowledge technician quickly
• Have adequate number of parts personnel to handle both customer and technician inquiries
Parts Department
FRONT COUNTER
• Quickly determine part availability and price
• Maintain a customer-focused process to determine priority
• Specify/expedite the appropriate part
BACK COUNTER
• Quickly determine part availability and price
• Determine if part is in stock — special order if necessary
• Specify/expedite the appropriate part
Parts Department
FRONT COUNTER• Ask retail parts customer
(walk-in or phone) if they would like to have the part installed today by your service department; provide price for installation
• For inexpensive parts, offer install for free
• Obtain parts and reconfirm price
• Record any lost sales• Place order with appropriate
company depending on customer need
• Keep inventory clean, organized and readily accessible
• Maintain a dedicated process for customer notification of special parts
CustomerImpact
• Customer feels good about how they are treated and wants to come back to do business
• Customer’s boat is repaired more quickly, the first time, more often • Dealer has the right parts in stock with limited wait time
DealershipBenefit
• Increased parts and accessories sales – and potential new boat sales due to satisfied customers
• Dealership sells more parts at the proper price and satisfied customers return to buy more
• Proper lost sales tracking creates a better and cleaner inventory which enables dealer to stock correct parts
© 2005 Five Star Solutions, LLC
BACK COUNTER• Only parts department
personnel obtain or order parts• All special order part requests
include customer, boat, part and technician information
• Service Manager signs off on all special order parts
• Obtain customer payment before placing the order
• Follow customer notification process upon receipt of special order part
• Schedule customer appointment for installation
• Follow process for parts return; process to address:
• Wrong part received from manufacturer
• Customer doesn’t show up for installation
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Conduct 100% customer follow-up
- Within 7 days for Sales or Service
- Include at least one open-ended question
Customer Follow-up RequirementsCustomer Follow-up Requirements EMPLOYEE TRAINING FACILITY
SALES PROCESS
CUSTOMER SATISFACTION SCORESBILL OF RIGHTS
CUSTOMER FOLLOW-UP PROCESSCUSTOMER FOLLOW-UP PROCESS
SERVICE PROCESS
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Customer Follow-up ProcessHow do you meet requirements?Customer Follow-up ProcessHow do you meet requirements?
Document and follow mapped Salesand Service follow-up processes
100% comprehensive follow-up within 7 days to include at least one open-ended question– Sales: 100% customer phone follow-up– Service: 100% customer follow-up (phone or mail)
Document, review and respond to customer issues Identify trends Document corrective actions and process improvements Communicate improvements / changes to employees
EMPLOYEE TRAINING FACILITY
SALES PROCESS
CUSTOMER SATISFACTION SCORESBILL OF RIGHTS
CUSTOMER FOLLOW-UP PROCESSCUSTOMER FOLLOW-UP PROCESS
SERVICE PROCESS
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Certification ProcessCertification Process
Sign up and Attend
Pre-Certification Workshop
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Schedule a Certification Inspection
Schedule a Pre-Certification
Inspection
Get Your Dealership Ready
Review Start Up Kit to understand requirements
Perform a self-review to determine readiness
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Pilot ResultsPilot Results
DealershipsCERTIFIED
Dealerships signed up for pilot
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Certified DealershipsCertified Dealerships
3A MARINE - Hingham MA B&E MARINE - Michigan City IN BOATLAND INC - Escondido CA BOATLAND INC - San Diego CA BOATS INC - Niantic CT BROTHERS BOAT - Folsom CA CANNONS MARINA - Long Boat Key FL DON'S MARINE - Lodi WI DRUMMOND INC. - Holland MI ERWIN MARINE - Chattanooga TN GALATI ANNA MARIA - Anna Maria FL GALATI DESTIN - Destin FL GALATI NAPLES - Naples FL GALATI TAMPA - Tampa FL HELLIER YACHT SALES - New London CT IRWINE MARINE – Red Bank NJ
LAKESIDE MARINE - Port Clinton OH LAKESIDE - Mt. Clemens MI LOCKWOOD MARINE - Townsend GA LYNNHAVEN MARINE - Virginia Beach VA MT. DORA BOATING CENTER - Dora FL REED'S MARINE - Delevan WI RUSSO MARINE - Milford MA SAIL & SKI - Austin TX SAIL & SKI - San Antonio TX SILVER LAKE MARINE - Silver Lake NY VERO MARINE - Vero Beach FL WAYZATA MARINE - Wayzata MN
APPLAUSE!
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Sign up today to get CertifiedSign up today to get Certified
Attend Launch Workshop
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Schedule a Certification Inspection
Schedule a Pre-Certification
Inspection
Get Your Dealership Ready
Review Start Up Kit to understand requirements
Perform a self-review to determine readiness
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Marine Industry Certification Pilot Evaluation CommentsMarine Industry Certification Pilot Evaluation CommentsGreat Program. The launch meeting had excellent dealer to dealer interaction. TheEmployee Satisfaction Survey is a great eye-opener. I strongly recommend dealercertification program to all dealers.
Chris Hodges, Brothers Boats, Sacramento, CA
The Grow Boating Initiative is a fantastic program needed by our industry. Creating standards and quality will go a long way to improving our industry.
Mike & Carmine Galati, Galati Yacht Sales, Anna Marina, FL
The employee evaluation itself was worth the trip. The process mapping will help all dealers understand the ins and outs and potential ‘problems’ of how they operate.
Chuck Guthrie, Lynnhaven Marine, Virginia Beach, VA
This is going to change our industry forever. Ed Lofgren, 3A Marine Service, Inc., Hingham, MA
Dealer Certification will give me the tools and support to take my dealership to a higher level of professionalism to meet customer and employee expectations.
Tom Gray, Boatland, San Diego, CA
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Pilot Dealer Comment Pilot Dealer Comment
“In order to have more happiness, more money, more success, or more of anything you have to change. This program makes changing easy. It explains the goals, presents the necessary steps needed, and then provides the tools to make improvement easy. Any Marine Dealer who visualizes they want and deserve more should become a certified dealer.”
- Tom Johnson, Reed’s Marine
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Certification will be successful... Certification will be successful...
If it delivers...
PROFIT$SALES
IndustryGrowth