How McDonald's taught me some of the best tools I still use in the service drive-thru.
When I was old enough to work, I applied at many different places, but the place I got hired at was the one and only Mickey D's! Yes! Good 'ol McDonald's. Also known as the "Max Paisley Corporation" when I was too embarrassed to admit that is where we worked. Eventually, kids at school caught on, but it halted the jokes for a while.
When I was young I was already awkward-looking and a "ginger" to boot. Kids picked on me all the time. Later, everyone, I went to school with used to make fun of me because I worked at McDonald's. Judgemental to the core, they would say, "MY parents would never expect me to work THERE!"
But now, the joke is on them, because while they were learning nothing, I was learning the fine art of "suggestive" selling. This skill changed my life in the careers that followed by laying the foundation of my sales skills that later, helped me generate a 6 figure income with no degree.
It is my humble opinion that everyone should work for McDonald's when they are young. They teach a structured, organized way to conduct yourself while working.
When I was first employed, I was very young and impressionable. I was also in dire need of money most of the time, as I came from a poor household. If I wanted things for myself I had to go out and make money for them I was told. Nothing was going to be given to me without working for it. So off I went.
It helped of course, that I was eager to learn and desperate for dinero! When I was learning, I paid attention to what they wanted me to do and how they wanted me to do it. I was told when I started to learn how to take orders on the counter and in the drive-thru. I remember this specifically, "After the customer orders, you MUST ask for one more thing!" They also told me if I did not do so, I would not be working anywhere but in the kitchen. Which was greasy and disgusting. So I made sure I asked.
When I asked, people said "No" a lot of the time, but lots of times they said, "Yes" or "Sure, that sounds good."
One time, a guy ordered a Big Mac and a Coke, and screamed back at me, before I even asked, "And NO! I do not want an apple pie with that!!" I was shocked of course. So I said, "Ok great, what about a side of fries?" Ha ha! And nothing stopped me from asking the next person for one more thing either. My life depended upon it as far as I could see.
And I did not just aim for the "apple pie" after a while, I got bold and started to mix it up!! If the customer ordered a Big Mac, I offered fries. If they ordered everything AND an apple pie, I asked if they wanted a vanilla shake with that. I always looked for one more thing to offer. Now there are so many more things to offer, donuts, iced coffee, and so on. But oddly, the odd time I actually go through the drive-thru, no one asks me for anything, ever...
Has the training changed? Or are people today just scared to ask? This raises some very interesting questions about how people entering the workforce will succeed when they have no skills to do so. You need to be able to sell things, even if it is just selling yourself! And I mean, at a job interview people!!
If people are scared to ask, they will never make a sale. No matter what it is they are selling.
The skills I learned at Mcdonald's, later helped me do well when I was a waitress. I added a slight nod to my question, while smiling, making direct eye contact "Would you like a bellini to start?" BAM! I sold more of everything they asked me to sell.
When I started selling automotive services and parts, I just did the same thing. As a service advisor, I have never met my match. I am not being self-centered here, just stating facts. I have honestly never been beaten by anyone at the time of writing this. Most other advisors start to get close to my numbers but only after I have taken a vacation.
These skills are easy to learn and work well when coupled with the right emotional intelligence and people skills. I want to be able to train people to use the skills that I learned when I was young so advisors can also apply them. This will make the customer feel special, important, and ready to build a relationship with that advisor. Automatically, this will lead to an increase in sales, profit, and the advisor's ability to generate an amazing income to support their families and realize their dreams.
So let's see how a few of these skills can be applied in the service drive-thru.
What is it we are doing as advisors in the drive-thru, if not selling? We sell through the action of advising, it is our primary job second only to the building of the relationships with the customers we serve.
If a customer comes in and they are at the appropriate mileage to do a brake service this is exactly what I say, "You are right at the mileage where we should start thinking about servicing the calipers on your vehicle, would you like some pricing on that?" My posture and body language are open and relaxed and I am always smiling, and making direct eye contact. This is ALL important. It is a package of communication.
WHEN I deliver that question is another topic entirely, stay tuned for the next blogs on "Explosive Habits" that will follow over the next few weeks.
As you can see, there is no MAGIC here. It is just a question being asked. Period.
Most customers do not know or care to pay attention to what is needed on their vehicle and when. Therefore, there must be someone advising the customer at all times. We NEED to bring things to their attention. For the long-term well-being of their vehicles and sometimes for their safety as well.
So, we are not just trying to "sell" to them. We are trying to build a plan of action based on their driving habits, their long-term goals with that specific vehicle, and most importantly, their budget. This must always be the focus. You can never waiver from it.
If you are nervous about selling or are new at advising, start focusing on learning the maintenance schedule of the vehicles you are servicing so that when you see the mileage you automatically know what is due. The speed at which you do this will naturally create an ability that will serve you later on. The more work orders you write, the more volume you will create. And we all know that with the percentages we work at, volume is the key. But not at the expense of quality!
It will come as a great shock that most manufacturers call for the same things at the same intervals. I know because I have worked in many different ones.
Will everyone do everything we advise? No. Not everyone bought an apple pie either. That is just how it is. It is not our job to care about that part of it. It is our job to advise what is needed and when, and they will ultimately decide if it is the advice they wish to follow, or not. They will decide if it is in their budget do to the work or not. We should not tie our self-worth and emotional stability to the outcome of the ask.
But you need to ask. Even if you are just putting the things on a list for them to consider at a later date. The only time I do not ask is if the customer has directly said to me that they are selling the vehicle or it is being turned in soon at the end of the lease. If the customer has told me they do their own work, I say, "Oh perfect! That must save you so much money. Not many people have those skills nowadays. I will give you a list of things that are due at this mileage, whatever you cannot do, let me know, I will be here to help you where needed." So, I still give them the list so THEY can do it. Why? Because they may not know what is due and when. And, maybe if they find the work too difficult, I will be the one they call to get it done.
The point is you have done your job fully and left it in the customer's hands to do what they will. I have not acted offended that they do not want to service their vehicle with me, nor have I gone from desk to desk complaining about it. State the facts, what is needed, hear the outcome and MOVE ON!
Interactions with customers must all be handled with great care. They are very fragile. You never know how they can affect you later. Meaning the survey of course.
If you have not read the blog on the survey, please check it out!
So, what have we learned? We have learned, that the name of the game here, just as it was at McDonald's is CONSISTENCY. Ask the same questions at the same mileage and you will fail your way to success.
But you must ask!
If you are busy, you have to ask. if 7 people before said no, you have to ask. If you are having a bad day, you have to ask. If the last customer tore a strip of you for something, you have to ask! Getting my point here?
What did I just say? Yes, you will fail. I fail every day 70% of the time. Everyone does. It is part of learning. The secret is not to stop asking.
Because I ask more people, more often, I look more successful. If I ask 100 people that are due for brake services if they want a brake service and 30 of them say yes. I have sold 30 brake services. That is a 30% closing rate. Which is my average.
But, taking that same average, if I get lazy and only ask 50 out of the same 100 and 30% say yes, that is only 15 brake services. 30 brake services look like a higher success rate than 15 right? But when you look at the closing rate it is the same. 30%.
Of course, some skill helps, and over time you develop that skill. Perfect it even. But how do you perfect that skill? YOU KEEP ASKING!! If you keep asking, you will get better and better at it. You will fail your way to success eventually. If you want to speed things up a bit, reach out! I can help.
If you need some real-time coaching, one-on-one, in your own environment message me at:
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