Bill Nalu is President of Interstate Auto Care in Madison Heights, Michigan and has been in business for 30 years. He collaborates with industry professionals, in building today’s “high-tech/old-fashioned” customer service system. Bill has been a big contributor to the podcast and he currently serves on several industries and educational advisory councils including AutoValue/Bumper to Bumper, Dorman Industries, and Cardone. Listen to Bill’s previous episodes HERE.
Frank Leutz from Desert Car Care in Chandler, AZ. Frank has a weekly radio ‘call in show’ called ‘Wrench Nation’. . Frank also does a video feature called ‘Inside the Garage’ where he discusses vehicle failures and cures. Listen to Frank’s previous episodes HERE.
Brian Glowski is from South Street Auto Care, Rochester, MI
Key Talking Points:
Bill and Frank are immigrants
Bill has a graphic on his wall with the word ‘Welcome’ in over 25 languages
You’ve got to know how to do business with our diverse clientele and specific cultures
Your customers may have a language gap and the fear of the unknown on the repair of their vehicle
There are certain taboos you need to know.
Left hand from middle east people is taboo
Japanese use two hands
Easy to develop relationships is you understand their way to communicate
Show patience and understanding with your customer
Why we are different
Why we have value to you even though more than what you want to invest in your vehicle
Patience with the language barrier
Most are tight-knit communities
You need to know how your customers want to be communicated with
If you are hugger, you need to know how cultures will except that
Match your customer’s tone and style of communication. Minimize friction. Get to know them
Why so much?
If you answer with a question rather than an answer, it is a totally different dynamic.
If you ask, “Do you know what a battery cost?” It starts the dialogue
Let me tell you why this costs this much
Create a relaxed encounter
You train on your shortcomings. What can we learn from a walkout
We pay technicians a livable wage is a strong answer the ‘Why So Much’ question
This is what we charge
Consider options on parts for your customers, but never negotiate your price only on options
Options are key, negotiations are not
Everybody loves the cheap guy
Germans love a very direct approach when dealing with business -no fluff here.
Italians enjoy getting to know you first with a personal approach before any business dealings
Australians are very picky about time –deliver on time every time
Chinese may not accept your gift right away –could take 3 attempts before they are comfortable
Japanese frown upon giving or receiving with one hand –both hands out is key
Arabs consider the left hand unsanitary –any usage of such is taboo
Russians may consider smiling as weakness & insecurity
Israelis do not conduct business on Fridays
India -caution on pointing fingers & respectfully expect deep negotiation
You need an inviting heart and universal policies and for every customer, you’ll do well
Kindness is a universal language
A special thanks to Bill Nalu, Frank Leutz, and Brian Glowski for their contribution to the aftermarket.
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