Service Advisors Need to be Salespeople – UnderhoodService

Service Advisors Need to be Salespeople

Anyone who has been selling service for any length of time will agree that there are two kinds of customers. The first is the customer who has a history of making good decisions, not just with auto repair, but with most decisions. And then we have the other kind of customer: the kind of person who more often than not makes the wrong decisions.

By Bob Cooper

Anyone who has been selling service for any length of time will agree that there are two kinds of customers. The first is the customer who has a history of making good decisions, not just with auto repair, but with most decisions. And then we have the other kind of customer: the kind of person who more often than not makes the wrong decisions. Let’s use maintenance service as an example. When you’re dealing with a relatively intelligent person who understands the value of maintenance, all they need is information presented in a way that builds value in the service. You have then done your job, and if they decide not to buy after you’ve addressed their concerns, they may very well have a legitimate reason for postponing the service. On the other hand, if you have a customer who has a history of making poor decisions, such as constantly putting off maintenance that has led to costly repairs, then it’s time to step up to the plate and help them with the decision. It’s professional, it’s ethical, and it’s treating people the way they should be treated. Here’s an example …

Years ago I had a young customer who had just lost his job. He was the proud father of a newborn, and his vehicle needed major repairs. When he told me he wanted to fix his car as cheaply as possible, I shifted from vehicle repairs to discussing the more important things he needed to consider. Now that he was a new father, the baby’s safety, in regard to vehicles, was dependent on him. He also needed a dependable vehicle so he could find and keep the new job he desperately needed, and since he was strapped for cash, it would be a mistake to put himself in a position where he would be running the risk of having to fix his car twice. You know what? He agreed, and the way I won had nothing to do with money. I won by helping him make a difficult decision that was good for him and for his family. We can never forget, selling is helping people make the right decisions. Not fixing cars.

For additional help increasing your sales and CSI scores, learn more about Bob Cooper’s upcoming Masters Service Advisor Training Course.

You May Also Like

Bosch Releases 212 Aftermarket Parts in 2022

The parts cover nearly 64 million vehicles in operation across North America.

Robert Bosch, LLC announced it has added 212 automotive aftermarket parts to its portfolio in 2022, covering nearly 64 million vehicles in operation across North America.

The new Bosch products, which cover domestic, European and Asian passenger and commercial vehicles, include 74 braking parts, 52 fuel and water pumps, 14 ignition coils, 27 cooling fans, rotating machines, spark plugs and ESP units, 38 sensors and seven fuel injectors. 

Winter ASE Registration Open

Three options offered for testing and recertification.

Federated 50/50 Challenge Awards Over a Hundred Prizes

Federated conducted the 50/50 Challenge to recognize and thank ASE-certified automotive service professionals.

Mitchell 1, ASE Present 2022 Technician of the Future Award

Nathanial “Nate” Nie of Mission Viejo, California, was named the 2022 Mitchell 1 / National Institute for ASE Technician of the Future.

Schaeffler Group Releases Series of LuK TSBs

In conjunction with its REPXPERT service brand, Schaeffler provides technical tips and service information for LuK products.

Other Posts

SMP Closes the Year with 214 New Part Numbers

SMP says it is committed to providing replacement parts for hybrids and EVs through its Standard and Four Seasons brands.

GB Remanufacturing Releases 2022 Year in Review

The GB Reman 2022 Year in Review is available for download.

SMP Closes the Year with 214 New Part Numbers

SMP says it is committed to providing replacement parts for hybrids and EVs.

Survey Shows Greater Trust in Service Professionals

More than 70% reported increased levels of trust in repair shops and/or service technicians.