Hermawan Kertajaya : Converting Service to Sales

23 06 2008
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Nanti siang, saya terbang balik dari Manila ke Jakarta melalui Singapura. Salah satu kesan yang melekat di benak saya adalah kunjungan ke Automall di Rodriguez Area. Itulah showroom mobil terbesar di Manila. Lokasinya memanjang di Jalan Rodriguez yang arus lalu lintasnya sangat padat.

Automall menjual beberapa merek kendaraan. Di antaranya, Hyundai, Ssangyong, KIA, dan Suzuki. Mereka juga menyediakan suku cadang serta servis.

Di industri otomotif, hal semacam itu lazim disebut 3S. Untuk Ssangyong, Automall tidak hanya menjual eceran, tapi juga menjadi authorized distributor untuk seluruh Filipina. Grup itu juga menjadi distributor nasional untuk Mitsubishi Parts.

Yang unik pada Automall Rodriguez, mereka sebenarnya tidak meng-handle brands besar seperti Toyota dan Honda. Mereka juga bukan ATPM atau pemegang merek, tapi sebatas channel. They don’t have control on brands even not big brands. Tapi, toh mereka bisa jadi yang terbesar di Manila. Hebat kan?

Mereka tidak hanya komplain pada principal yang punya brand, tapi mencari segala macam cara untuk meng-compensate kelemahannya. Untuk mereka, segala macam itu is a given condition.

Apa yang mereka lakukan? Ternyata, mereka menggenjot servis. Setiap saya meninjau ke showroom mobil 3S, bagian pertama yang saya lihat selalu servis, bukan showroom. Kalau bengkel servisnya bagus dan rapi, tidak ada minyak tercecer dan semua teknisi terlihat bekerja dengan teliti, berarti bengkel itu beres.

Bagi saya, bengkel itu seperti toilet di sebuah public place. Walaupun kantornya rapi, kalau toiletnya nggak beres, tamu pasti kecewa. Toilet dan bengkel adalah backroom, sedangkan ruang tamu dan showroom adalah front office. Sales hanya cara untuk memulai suatu relationship dengan customer. Servislah yang akan me-maintain kepercayaan dan kesetiaan customer tersebut.

The bad salesman hanya mengantongi komisi penjualan dan tidak mau tahu persoalan servis. Tapi, the good and smart salesman akan tetap memelihara hubungan dengan pelanggannya. Biasanya, hubungan itu tetap mereka jaga selama setahun, 3 tahun, atau bahkan 5 tahun (untuk beberapa brand, termasuk Hyundai di Filipina).

Customer akan selalu mencari salesman yang dulu meng-handle pembeliannya. Mengapa? Sebab, biasanya salesman enteng janji sebelum terjadi transaksi, tapi lupa setelah itu. Dia tak mau tahu ketika customer kecewa terhadap layanan pasca pembelian. ”It is not my business anymore,” katanya.

Itulah sebenarnya bahaya pemikiran silo, pemikiran fungsional yang hanya didasari paradigma vertikal (satu departemen tidak peduli departemen lain). Masalah semacam itu memang sering terjadi karena job description (jobdes) salesman hanya untuk berjualan. Kinerjanya juga hanya dinilai dari hasil penjualannya. Dia tidak pernah dihargai dari yang di luar itu.

Tapi, salesman yang hebat atau great salesman always work beyond his or her job description. Jobdes itu hanya untuk pegangan, tapi dia selalu bekerja extra-mile. Joe Girard, salesman mobil yang jadi kaya dan terkenal karena sukses besar, justru selalu peduli terhadap service side dari customer. Dia bahkan selalu mentraktir rekan-rekannya di bagian servis. Tujuannya, mereka memberikan perhatian ekstra kepada pelanggan-pelanggannya. Smart bukan?

Girard memahami, tanpa dukungan teman-temannya di bagian servis, dirinya akan kesulitan menjaga kepercayaan customer terhadap brand mobil yang sudah dia jual. Dia mengerti bahwa servis berperan besar dalam membantu mendapatkan pelanggan yang loyal. Ketika pelanggan puas, mereka akan merekomendasikan kepada orang lain agar membeli di tempat yang sama.

Di bagian lain, seorang service personnel yang tahu cara memerankan posisinya dengan baik tidak akan mengatakan, ”Saya hanya dapat sampahnya. Salesman dapat komisi, kita yang melayani.”

Kata-kata atau sikap semacam itu sama sekali tidak saya jumpai di Automall Rodriguez. VP President Service mengatakan kepada saya bahwa dialah yang justru selalu aktif berhubungan dengan salesman. Dia selalu mempelajari profil pelanggan yang baru membeli mobil di Automall. Sebab, pembeli itulah yang akan jadi pelanggannya, kalau bisa selamanya.

Dari profil tersebut, dia akan tahu apa yang menjadi perhatian tiap-tiap pembeli ketika deal dengan salesman. Dia juga aktif membantu memodifikasi mobil yang akan dibeli, kalau memang diminta customer. Jadi, seorang service personnel yang hebat sudah memberikan pre-sales dan during sales service kepada customer, bukan cuma after sales service.

Bagian servis yang kurang peduli tidak akan mempelajari profil pembeli. Dia akan cenderung menyamaratakan semua pembeli yang membawa mobilnya ke bengkel. Padahal, ketika membeli mobil, setiap customer pasti mempunyai specific need. Dan itu hanya salesman yang tahu.

Karena itu, jangan pernah menyebut departemen servis Anda sebagai after sales service. Sebab, peran mereka sangatlah besar. Bagi saya, penjualan semestinya jadi bagian dari servis. Selling is servicing and servicing is selling. Kalau Anda memberikan servis yang sangat bagus, pelanggan akan mau membeli lagi dan merekomendasikan Anda ke orang lain.

Karena itu, tema sesi servis di The MarkPlus Festival 10 Juli nanti adalah Converting Service to Sales. Mengapa? Service personnel yang punya jiwa sales akan memiliki peluang terbesar untuk melakukan sales.

Pernahkah Anda berpikir memanfaatkan service department untuk berjualan? Di kasus otomotif, bagian servis bisa menjual bermacam-macam original part, meski departemennya berbeda. Sebab, teknisi selalu punya karisma bahwa mereka ahli untuk menjadi advisor. Seperti dokter yang nasihatnya selalu didengar pasien. Jadi, sebenarnya tidak ada batas antara sales dengan service. Bagaimana pendapat Anda? (http://www.hermawankartajaya.com)


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