When states instituted stay-at-home orders in the early days of the coronavirus pandemic, OEC performance coaches found themselves in an unfamiliar position. That is, coaching parts departments virtually on how to strategically implement software solutions — a task they typically did in person. Now, as states continue to combat the virus through the summer and adjust to restrictions, the coaches’ early online experiences offer useful insights into how to provide customer service from a distance. Here are a few keys:
When his team first started to offer virtual coaching to help dealerships adapt to the circumstances, Shane Murphy, OEC Manager, Field Services, told them: “Just do me one favor and start turning your cameras on.” This simple request led to the coaches developing and maintaining a human connection that, despite geographical differences, eased the transition to online interactions.
Dealerships and coaches shared screens and worked together in an online setting, making the experience as close to in-person as possible. Coaches were invited into these virtual venues to work on strategies and review opportunities to keep business moving forward. Said Brandon Callahan, OEC performance coach: “We could either wait around for something to happen or dive in and learn something.”
The online platforms allowed the parts counter to continue to engage with their team and meet customer demand. Plus, the visual element of these tools helped reduce the isolation that takes place when there are limits on face-to-face interactions — especially when there is no blueprint or precedent. “I even used FaceTime in a pinch,” Callahan said, discussing his interactions with dealerships. “We’d set up 15- to 30-minute sessions to make it short, sweet and effective.”
The process of moving business online grew organically as dealers recognized how much they could still accomplish by transitioning to a virtual environment through Microsoft Teams, Skype or Webex. By engaging in different ways, the dealerships and coaches were able to mitigate potential losses during a time when even a small change made a massive impact. “We uncovered another option,” said Performance Coach Jonah Rosenthal. “It not only helps them sell more parts but allows them to continue doing business.”
These successes are about relationships and communication, which give anyone a chance to work through a challenge. With new protocols and the term “new normal” getting thrown around, it’s impossible to say what may happen next. But in the coming weeks or months, the virtual tools at a dealership’s disposal provide a different — and necessary — way to work that has proven to be easy and pragmatic. This is especially true when people, with shared goals, work together to reach a solution. And occasionally have a laugh when it’s needed most: “I’d even grow a moustache,” Callahan said, “just to make it funny for them.”