MAKE MINE SERVICE

[Music] [Music] these are two mighty important emblems gentlemen both to you and to your customers they represent the highest possible quality of products and they identify each of you with a very special brand of service and customer treatment you are all part of a network of stations offering quality motoring products clean restrooms and most important a kind of customer treatment that is thorough efficient fast and consistently uniform most motorists are really attached to their cars and is satisfied only if they're treated like babies these signs are truly signs of fine service and our lighthouse beacons inviting customers to courtesy service and the highest quality products now let's visit some of these stations displaying those signs to get the real story on what we can do to make people want to trade with us your pump block procedure offers the best in motoring protection protection for which customers are constantly on the lookout [Music] our customers are on wheels and are completely flexible moving about and buying their motoring requirements from whom they please this is particularly true while they're on long trips or during vacation periods and here too they can be influenced by service and we'll definitely look for a station sign identified with the kind of service they want all of you are tied together by a common identification sign and carry the same highest quality products which are sought out by a long list of customers product such as chevron supreme and chevron gasolines RPM supreme motor oil and the Atlas tire & battery lines this long list of customers includes the largest number of active credit card customers in the West these are some of the reasons we should constantly offer the highest type of service at the pump block making good the statement we take better care of your car which has been so prominently used in our advertising and identified with our company should be our mutual goal there is no surefire way to make customers return to any retail place of business other than by complete satisfaction a satisfied customer invariably returns to the station showing a real interest in his car he will return again and again to become a regular steady customer and the lifeblood of any retail business is steady customers buying all their motoring requirements this is a real expression of confidence that if betrayed by anyone on the station during any contact can result in a lost customer perhaps lost after a long period of highly satisfactory relationship product quality is important but it can be controlled by formula and mechanical processes the most important element influencing a customer's buying habits is the way he or she is treated by the man on the station good morning do you wish the tank filled why yes yes fill it up do you use supreme or Chevron supreme please fill the tank with supreme thank you morning it's the small things that are really important station appearance quick recognition of a customer a smile and a warm friendly greeting these are the things that win customer confidence wouldn't you look clean sure does thank you well if you'll turn on the lights I'll make sure they're burning will I clean the lenses this is the kind of treatment customers appreciate it lets them know that you're interested in the safe condition of their cars under hood service is very important both to the customer and to the station salesman especially to the customer because you are checking points related to the safe condition of his car under hood service is important to the station salesman because it offers extra sales opportunity your oil is at the full mark I see by your mileage record you still have 200 miles to go before these changes the way I Drive that won't be long thanks for the reminder you're welcome remember it's from the services do you carry 26 pounds in the tire that's right I think you're okay but I'll appreciate you checking them for these reasons after many many years of testing at company stations a practical field laboratory and securing dealer opinions and customer reactions the basic seven step pump block procedure was developed it has been proven and it has stood up under all types of operation with all kinds of customers tires are all up to 26 pounds good thanks for checking Thank You mr. Collins and coming again and there you have it gentlemen the smoothest and most effective pump block procedure in the business remember well each of the seven steps step number one breeding step number two gasoline sale step number three under hood service step number four windshield surface step number five air service step number six collection step number seven thanks and invitation to return the pump block is the most important spot at any station it can be a sales room not only to sell gasoline but also to sell other products and services all of these facts are self-evident and are no secret to your competition our training system and program of development is conceded most complete and thorough one that includes 90 formal training schools at which eight separate courses are maintained for company employees Chevron dealers and consignee all training to be effective must be continuous and these Chevron dealers are taking advantage of the refresher course here ideas and product information and sales methods are freely exchanged and passed along the value of these courses in improving their operation and profits is vouched for by the hundreds of Chevron dealers who have already attended now let's watch a class of Cadets new employees for company operation all right Annie let's see you run through the oil solicitation procedure yes sir all right all right you all Hecker turn now try it again a teat this time take it easy how's that well that was better Eddie but fellows don't get the idea that little things are unimportant they may seem Saudi Wall now but later on you'll find out they're really important to the customer your attention to small details lets the customer know you're interested in the condition of his car which is one of his most prized possessions and always remember that the most important sale you can make at the pump block is selling yourself to the customer because then you'll have one is confidence now a customer's confidence is a great thing it's hard to come by but you have a golden opportunity to win it by your careful attention to the seven steps of the pump block procedure remember them well step number one a greedy step number two the gasoline sales step number three under hood service step number four windshield service step number five air service step number six the collection and finally step number seven the thanks and the invitation to return now this procedure is fast and thorough it took a long time to test and prove it but it only takes a few minutes to execute it was designed to let you demonstrate a personal interest in the customers car here comes a customer now so let's watch the proper one-man procedure good afternoon do you wish the tank bill yes fill er up please do you supreme or chevre advanced supreme fill the tank the supreme thank you now that greeting was friendly in business life it let the customer know his driving in was appreciated it's the kind of greeting that promises prompt and efficient service the customer will be interested in watching the way you work and remember he's got a rear view mirror you don't know exactly how much gas is needed so you must be careful to avoid a spill a little care a little attention can make all the difference when he tells the customer how much gas it took to fill the tank the customer knows that the gas is all in the tank now let's see what we learn from step number three notice he uses a cloth to slowly remove the radiator cap you never know how hot it might be he keeps the cap in his hand he adds the needed water carefully no spills here either right here is an opportunity to find extra sales he checks the condition of the fan belt water hoses battery cables in checking the oil level he'll look at the lubrication record if the car is due for an oil change he'll tell the customer the oils at the full mark but according to your record you've driven more than 1400 miles since was last changed may I suggest changing it now for you the oil is warm and it'll drain freely with our fast changer we can do the job in a jiffy all right if you can make it fast go ahead and change it thank you oh you can stay right in the car that was a very businesslike solicitation being observant under the hood can result in profitable extra sales of needed products and services in this business your success as a salesman depends not only on what you do but how you doing I'm glad you had a chance to watch the salesman before let's follow him through the rest of the procedure blade is slightly bent I've noticed that try your wipers now if you Wilson it seems to work fine though the windshield look clean clean as a whistle let's check your lights I'll make sure they're all burning while I clean the lenses like I did that attention to detail lets the customer know you're interested in his safety if you find a burned out light you'll make an additional sale and the customer will be grateful for having founded be with you in just a moment this courteous alertness is a must in every standard or Sherbourne station customers don't mind waiting if they know you know they're waiting always remember to thank them for to notice that after acknowledging the presence of the second customer he carefully completes the remaining service to the first customer if you neglect him you'll probably never see him again and if the second customer sees you do it you'll be sorry he ever stopped in it took 8 and a half gallons to fill the tank at 301 and five quarts of RPM supreme 1030 305 and 12 cents tax that's 618 6:18 out of 10 in making the collection always remember to itemize the sale if you have to make change repeat to the customer the denomination of the building gives you this avoids mistakes force understandings also avoid the use of greasy coins and making change and now the final step six eighteen twenty twenty-five fifty seven eight nine and ten thank you come see us again thanks I'll do that thank you for waiting you wish the tanks build all right let's get back to the drill that's what I meant when I said our training program is effective and complete before every trainee gets on the job is carefully schooled in every part of the service station business on the job he will still be learning from the station manager and assistant manager Chevron dealer is lead man or from a consignee previously I mentioned the responsibilities of these men linked by a common identification sign of service here's another dealer who knows the importance of following the 7 step procedure exactly it lets the customer know he can expect the same efficient service under our common identification sign - man's service has profitable advantages it allows the second man to take care of the plus services gives the first man more time for solicitation and can find the selling to one man this is an added safeguard against forgetting to charge for a service or product the dealer knows if a customer is conscious of continuing fine service he is more receptive to a sales presentation I noticed mr. Jones your car's due for a good lubrication job and oil change if you're not going to be using it this morning we have nothing lined up and we could put in some extra time tightening body bolts for you I'd be glad to drive you home and bring the car back all right this dealer sure knows what he's going that was another illustration of making a good sale and proving the statement we take better care of your car this dealer has the customer's confidence it's something he'll work hard to keep for it lost by anyone on the station during any contact it can mean a lost customer even after a period of satisfactory relationship may be lost to every other station in the network to notice he took his work order and clipboard with him he'll have the door jamb record - during the ride he can check any other surfaces do what was a straight chassis job could well end up with front wheel repacks oil change and new oil filter you can win a customer's confidence during his first visit to your station if and that's an important if you are right on the ball like this consignee operator [Music] good afternoon you wish the tank filled well okay fill it up do you use supreme or Chevron I'll tell you best gas fill the tank with supreme thank you the customer liked the warm friendly greeting and the businesslike solicitation he's not only interested in trying our best gas he also wants to try the service on for size excuse me mr. consignee but I notice you're being mighty careful to protect the finish on this car mind telling me why well I figured the customer didn't put this polished job on for fun customers get pretty mad when a real nice wax job is ruined well that certainly figures I thought maybe it was because he was a first-time customer all my regular customers were first-timers once notice how quickly he moved to get under the hood you look mighty interested in this area why the careful scrutiny this is where I find my best bet for replacement sales such as Freight fan belts worn battery cables and new battery sales they're all in good condition on this car but I make a point to always check your oil is at the full mark and according to your record was just changed if you have the time I'd be glad to check the condition of your battery oh I have the time go right ahead you're doing a bang-up job mister but except for the gas the only thing you've sold so far is confidence that's exactly the sale I've been concentrating on the glass was clean you're done you did a nice job Thanks now if you turn on your lights I'll make sure they're all burning remember that sale he said he was concentrating on well he's so right all customers have sales resistance to some degree but sell the customer confidence in your honesty and sincerity and he'll buy anything needed to keep his car operating safely selling yourself to the customer the most important sale you can make at the pump blood carry 26 pounds near tires yes that's right hey glad you thought of it I haven't had them checked in quite a while the customer can't help being impressed by this kind of service I'd like to show you a condition on your left rear tire sir that you should know about this is quite a cut it could have been caused by running over a large piece of glass or some other sharp object hey that looks bad when tires are inflated you can't tell how deep the cut extends into the carcass how can we find out the only way we'll know is to remove the tire and examine it inside it's a safety service we offer for free so if you drive over to the side of the station I'll be glad to remove it and we can see how bad it is before you go out on the road again good thing you notice it by all means let's take a look at it the free services the customer has received puts him in a receptive mood free inside-out inspection service is the best selling method many times it results in immediate sales with no price quibbling or other problems best of all the customer is usually the one to say better put on a new tire let's not take any chances and yes you're right once the old tire is removed for inspection it doesn't take any longer to put on a new one but it takes to put the old one back on and most important of all you're actually offering him something he really needs of course should the inspection show the tire is still safe you've helped establish yourself as his tire man and tires just like shoes wear out so you're on your way to an atlas sale in the future there are many things besides the seven-step pump block procedure that can motivate patronage and influence customers buying habits such as removing unsightly grease spots getting rid of annoying rattles freeing up a sticky or squeaky door sweeping out customers floor mat or helping a stranger find his way it's these little extra services these much appreciated courtesies that get you steady customers it takes some doing to change a first-time customer into a steady one once you've got him work hard to hold on to him don't take him for granted don't take advantage of his confidence that's a sure way to turn a steady customer into a never again customer and what about some of the things that do irritate customers people that resent this kind of treatment can be your best customers provided you offer them the kind of service they like this is another customer irritant the motoring public visits service stations more regularly than other retail places of business and they have a lot of stations to choose from keeping a customer waiting unnecessarily is a sure way to lose him [Music] they are apt to pass up a station that looks like this but in a station like this people are influenced to drive in because they feel they'll get fast attention because their service quickly available smart salesmen planned their pulp block maintenance work during heavy traffic periods so people will see that service is quickly available notice that this consignee is turning the first man chores over to his assistant he knows that training to be effective must be continuous this can best be accomplished by station managers dealers and consignee is working directly with their crews show an interest in their progress listen correct compliment teach them to know your customers their cars when they might be planning a long trip or a vacation this friendly interest pays off in large orders for lubrication sale of batteries tires and your complete line of accessories suppose we ask the man who knows how he feels about it there's no question but this is the way to train your crew right here at the pump block you can double the service and sales production of your health and it's a thing you can fit into your many other duties with ease why I tripled my battery sales by having my crew give lots of good battery service each man performed battery service many times a day and it really paid off when I found my men didn't know a customer by name I corrected the problem simply by having them pick the name off the credit card they'd use his name every time they greeted or thanked him I think my men liked it that way and I know for sure my customers do and how about you mr. manager do you go along with what this consignee said oh I certainly do I've proved myself the only way you really know what reaches a customer is to listen in and observe at the pump block and review the contact with the salesman after the car leaves when a product or service is in the lost column I don't try to correct it by saying for exam our gas sales are down we've got to sell more gas I check up on the way as we ask about filling the tank proper attitude good voice inflection a little item can be the difference between a sale and no sale when customers leave their cars for lubrication we all say as long as we have the car here may we fill the tank it's that simple it sells a lot of gasoline and how about you mr. dealer anything you'd like to add well of course I agree with both these fellas and you must really believe in all the products and services you sell if you don't you can't sell others my men voluntarily by Atlus tires and batteries for their own cars they change their oil and get grease jobs at the same periods they advise their customers this more than anything else makes their sales discussions ring with sincerity and customers instinctively know that salesmen really mean it well I guess that about does it but I'd like to impress on you once more that it is your responsibility to the motoring public to make good the fulfillment of the statements we take better care of your car and that goes for every salesman backing up these familiar boots so it's up to you mr. manager and you mr. consignee and you mr. dealer the spotlight is on each of you so give a good performance