With first-time callers just a mouse click away from contacting another shop, you will need to ensure that your advisors are at the top of their game when it comes to selling themselves, and your company, to the caller. Remember, customers have to feel comfortable with your advisor before they will be open to recommendations. You should sit down with your entire crew and create a list of the top 5 reasons people should choose your shop. Rather than listing the same features your competitors would list (equipment, warranties etc.), your list should include items such as your culture of never putting money ahead of people, the fact that you’re AAA approved, how you’ve been serving the community for over XX years, that you have 5-star ratings on review sites, etc.

Article courtesy Elite.