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Your
planning should include several key ingredients, one of which
is ease of use.
The
salesperson must complete information requirements quickly,
accurately and in a manner that both the customer and the
installer will understand.
Several good systems use computers for some or all of the
sales and installations.
What
could be easier? You just sold a fancy new AutoPC with all
the toys, and now you will maximize the profitability of this
sale by installing all the goodies. Or?
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Bob Fields |
Mobile electronics installation seems like an easy thing, but in reality
it's just about as simple as getting an orchestra to make a flawless
run-through of Beethoven's fifth symphony.
The
sound from every instrument must be issued at the correct and exact
moment, or all the conductor has created is a cacophony.
You,
as the conductor, have various instruments that make up your installation
bay. Each instrument must be synchronized in order to achieve a quality
performance. That's no easy task, as you already know.
As
with different orchestras, mobile electronics retailers meet with
degrees of success. Some make beautiful music while only a parent
could love others. How do you become like the former?
As
a mobile electronics specialist, you desire a true profit center,
complete with a professional reputation and staff to back it up. To
achieve this goal you must evaluate your current system, plan improved
service and devise a system for measuring the results.
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following questions help you begin the evaluation process. Do
not discard this important first step. Just having "it"
in your head does not allow you to evaluate the system effectively.
You must make the small time investment to document your system.
How can you expect your people to follow something they can't
see? |
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Remember
that every person or system needs improvement
- some more than others.
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Why
do you offer installation services? Is it a necessary evil or a
valuable profit center? Do your installers reflect your commitment
to the customer? Do you use the opportunity for important add-on
sales? Do you showcase your past installations or installer achievements?
How do you measure the success? Do you review scheduled versus actual
installation times? Do you review installation performance by installer
or job type? Do you compare costs versus expenses for each installation?
Do you track warranty operations by installer or product? Can you
see increased performance as a result of your investment in installer
training?
What
are your current systems for controlling the installation bay operations?
Do you plan for and promote the installation as part of the sales
process? Do you use work orders to reflect accurately customer requirements
through the salesperson to the installer? Can you determine complete
equipment availability easily through your scheduling process? Do
you use quality control checks to ensure work is performed correctly?
Once
your evaluation is complete it is time to create a new system. Remember
that every person or system needs improvement-some more than others.
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Your
planning should include several key ingredients, one of which
is ease of use.
The
salesperson must complete information requirements quickly,
accurately and in a manner that both the customer and the
installer will understand.
Several good systems use computers for some or all of the
sales and installations.
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Any
system you consider must fit into your improved business plan with
the least amount of disruption. Remember your goal is to improve
your bay operations and profitability, not increase the burden on
your staff.
When
planning for new systems, be sure to include others in the process.
Your salespeople and installers harbor valuable information you
may not consider. Their input and participation will go far during
the implementation phase of your final system.
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Why
do you offer installation services?
Is
it a necessary evil or a
valuable profit center?
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You
have examined and planned for a new system; how do you make
it accomplish your goals? How do you measure the results?
One of the factors you considered when planning the new system
in addition to ease of use and integration was the ability to
retrieve critical operating information. This measurement and
retrieval process takes |
minimal
time to perform and provides information previously unattainable
within a reasonable decision-making process.
For
example, you notice a drop in production from one of your key installers.
There are two distinct paths to take. Without a system for services
with measurement capabilities you only have your perceptions. You
ask your installer what's wrong. He or she does not understand your
question, and responds defensively. He has been working hard and
doing more than anyone else, as far as he is concerned. The results
of your meeting accomplish nothing more except to make you feel
as though the other is either lying or doesn't care.
For
those with a system that permits evaluations at any time, you discover
your perceptions are wrong! Your key installer actually has been
your best performer. While it is true he has worked on fewer jobs,
he has managed to achieve a greater net profit than any other installer
in the same time period. This is your opportunity to praise one
of your installers and lift the spirits of your entire team because
they realize you really do notice what they do.
Wouldn't
it be great to have a system like this? Make it a priority to evaluate,
plan and develop a system that will help your employees perform
their job in a professional and efficient manner and allow them
to better manage their time and your resources.
Additionally,
the system should allow you to review performance and profitability
reports at any time. This will ensure you are managing your installation
bays as a true profit center, enabling you to conduct Beethoven's
Fifth for a standing-room-only crowd!
Bob
Fields is the vice president of the Mobile Electronics Division
of Sound Solutions.
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