The Importance of a Proactive Service Advisor in Your Business
Many shop owners take on the role of their service advisor, especially when running a smaller business. However, as your business grows, it’s crucial to recognize that the service advisor becomes the face of your company. The effectiveness of this role can significantly impact your success.
Throughout my 30-year career in the Automotive Aftermarket, I had the opportunity to observe service advisors in over 1,000 Independent Repair shops across the Country. I found a wide range of approaches – some advisors were reactive, simply responding to the flow of business, while others were proactive, actively contributing to the shop’s growth. In one particular instance, I spoke with a shop owner who shared that his service advisor had been with him for three years. When I asked why he had hired this individual, his answer caught me off guard. He said, “I didn’t have time to manage that role myself anymore.” I then inquired about the impact this service advisor had on his business. After a moment of hesitation, the owner admitted that his business had been unchanged for the last several years.
His response revealed a significant issue: the owner wasn’t holding his service advisor accountable for driving growth, nor had he set clear expectations for the role. This is an example of a reactive service advisor, and it’s likely not an isolated case. How many of you have service advisors in the same situation?
What to Look for in a Proactive Service Advisor
A successful service advisor should exhibit three key attributes: attitude, aptitude, and ethics. Without these traits, your company will struggle. They should also possess a natural talent for sales. It’s important to note that talent is different from skill—while skills can be learned, talent is innate. When looking for a service advisor, seek out those with a natural ability to engage in conversation, quick thinking, and a genuine smile. With the proper training, these individuals can help your business soar. Remember, your primary business is people; vehicle repairs are just a commodity. How you handle your customer interactions will influence every aspect of your business.
A proactive service advisor does much more than respond to shop flow – they actively drive business. This includes responsibilities such as increasing car count, improving average repair orders (ROs), and ensuring customer satisfaction. How often is your service advisor following up on recent repairs or estimates? Are they making sales calls to local fleets? What is their closing rate? Have they contributed to increasing your average RO, and do they understand what their expectation for this metric?
These are just a few of the questions you, as a shop owner, should be asking yourself. It’s recommended that owners or managers conduct regular reviews with their service advisors, perhaps every week. These reviews should focus on analyzing declined sales and discussing strategies for improving closing rates in the future.
Setting Clear Expectations for Success
All of this begins with clearly defined expectations. It’s essential to have a written job description for your service advisor, and you should review it with them regularly. This description should cover key performance areas, including car count, gross profit, and customer service. A well-defined role, coupled with accountability, will allow your service advisor to operate proactively and contribute significantly to your business’s growth.
A proactive service advisor isn’t just a manager of daily tasks—they are a critical driver of your business’s long-term success.
