Parts Counter Personnel Development -- PCP I
Parts Counter Development – Making Business Easy for the Customer
In our every day interactions with businesses we are often left scratching our heads and asking ourselves two questions “Is customer service dead?” and “Why am I doing business with these people?” Parts counter people are quite often the first person a customer comes in contact with in your dealership. Understanding and anticipating those customer’s needs, helping them make informed buying decisions and following up after the sale set your businesses apart and keep the customers coming back. This program, Parts Counter Development – Making Business Easy for the Customer has been developed with your customer in mind and consists of 4 elements presented during a two day seminar.

	Customer Service Developing and maintaining customers is the most important aspect of your business. Businesses live or die based on what they know about their customers. If business is to succeed and thrive the cultivation of customer relationships is paramount. In this module we will look at what it means to “take care” of the customer. What level are we performing at now and tools we can use to measure our success. Customer retention and finding new customers are key measurements vital to the success of the dealership.
	Selling in a Parts Department Selling in a parts department involves many different activities. What is this thing called Selling? We’ll explore the “Selling Process”, and the “Buying Process”. What are the important skills involved in selling? .Being an expert on your features and benefits – what sets you and your product apart from the competition is just part of the answer. More importantly, how do we establish and grow trust with the customer. What is our attainable market potential? How much opportunity exists for our products and services? Increasing sales through merchandising, complementary sales, impulse buying and pricing strategies are just some of the many ways we can add profitability to the dealership.
	Making a Difference for Your Customer What can you do that would make a difference for your customers? What is the most important word in our language? I would suggest to you that the word is “Relationship”. How your customers perceive their relationship with you determines the future success of the enterprise. Market segmentation helps us identify who the customers are and allows us to tailor programs and services to better satisfy their needs. Do your customers see and value you as an expert, a counselor – a partner, or are you just another supplier? What services are you offering your customers and how are you measuring their success? How are you building those customer relationships?
	How You Measure Your Relevance There are three key measurement areas when looking at personal relevance in a parts department. Your relevance to the customer – Are you adding value to his overall dealership experience? Your relevance to your dealer – How you help grow the business and the impact on profitability? Your relevance – how does what you are doing line up with your personal goals? Attendees will also learn how to “Create a Plan” – How to set goals, objectives responsibilities and measurement indicators that ensure success.

In this Parts Counter Session we offer a thought provoking introduction to Counter Sales and Customer Relationships. The primary focus is aimed at dealership parts personnel and other support positions in your company that touch the customer. The material covers essential skills necessary to selling from the parts counter as well as, attracting and maintaining the most important aspect of your business – your customers.