Selling Your Auto Repair Services Is Doing Right By Your Business
Car Count Daily
Hey, shop owners. Welcome to this edition of Car Count Daily. My name’s Ron Ipach, but you can call me Captain Car Count because that’s all I’ve done for the past 20 plus years is help thousands of auto repair shop owners, just like you, to get and then keep all the top quality customers your shop can handle.
Today, I’m inside of my car right now. Have the top up, I’ve got the windows rolled down a little bit because it’s kind of hot outside, but the reason why I’m out here and and not in my regular studio recording this is because I’m going to go on a rant today, an absolute rant, because something is driving me absolutely batty.
Maybe you’ve seen it before. I have a video that’s on Facebook right now where I’m walking down the beach talking about why it’s important that you learn to sell your services properly, so that you sell the much needed repairs that are on all the cars that are coming into your shop. That’s really the gist of it. We have a brand new training that shows you exactly how to do that, and I was promoting that, and while most people had a lot of positive comments to say, a lot of shares, a lot of likes on the video, there were a few … and there’s always a few of them … that are going to, I don’t know, be a little contrary, and it’s these people that have got me absolutely baffled, confused, shocked, stunned, dazed, flustered, befuddled (does anybody use that word?) discombobulated, mystified… Quite frankly, they really surprised me.
Let me show you what I mean. Andrew writes:
Well, it happens every day in shops all over the country, and that’s because a service advisor needs to be trained in order to be able to sell those items. You’re not selling unneeded services. Don’t confuse that with scamming people and overcharging or selling things they don’t need. We’re talking about doing a good quality adequate inspection and then going to the customer and telling them why they need to get these services done. Now that’s what I call sales. Advising is nothing more than saying, “Hey, here’s a list of things. Do you want to do any of them?”
Well, if they say no, well, if you’re finished advising, well, that’s the job of an advisor. Hey, I advised them and they said no. What a true salesperson, a true service advisor does is they sell the services so the people understand why they need them, why it’s important that they get done now, why they can hold off on other repairs.
See, it’s a sales process. And maybe we’re talking semantics. You may call it advising. I call it selling. Advising is nothing more than showing a list. Selling is actually convincing a person that they need the service and they need it right now. Okay, how many big jobs go out your door unsold every single day, simply because you don’t know how to sell the services? And that’s really what we’re talking about it. It’s not a matter of doing the inspection and just advising. It’s doing the inspection, advising, and then selling the services that they need.
Maybe it’s just a different way of saying it and maybe Andrew is … and we’re on the same page. I don’t know. But too often people take no as the final answer. And what I’m talking about is being able to turn that no into a yes, because they’re not turning you down on the oil change. They’re turning you down on a much more expensive job that needs to be sold in most cases. Look, if you’re going to be advising the person that they need to get it done, you need to sell them so they actually do it.
Now I have another much more colorful comment from a guy with two first names that begin with Robert. His first and last name begin with Robert. And Robert writes:
Well, man with two names that begin with Robert, you’re right. This is not 1985. Okay, back in 1985, there were plenty of cars rolling onto the lot that needed repairs and needed them right now because they broke all the time. That’s not true today. The name of the game right now is maintenance. Yeah, sure, there’s a few things that break and every day you got a car coming in that has something broke on there, but the overwhelming majority of them, maintenance is what they require. They’ll last forever if you maintain them properly, and that’s what we’re talking about. We’re not talking about scamming people and selling them unneeded services.
We’re talking about selling the maintenance that’s imperative that they get so that their car rolls safely down the road and they don’t get stuck on the highway somewhere because a fan belt broke that you decided that well, since it wasn’t broke when it came in, we’re not going to replace it now, even though it’s worn and it’s about ready to break. If it’s not broke, don’t fix it, right? Well, man with two names, what you’re talking about is only fix what’s broken and that is a recipe for disaster.
Look, if it’s my kid and she took her car in to a shop and it had belts and hoses that were ready to go out or other wear items that were going … a timing belt that was ready to go and nobody talked her into getting that repair … because again, if it wasn’t broke, why would she do the repair? But then she’s toodling down the highway and it breaks, and not only does it trash the engine, but now she’s unsafe on a highway with trucks whizzing by her. I’m going to come and get you if you didn’t do a good job in selling her those needed services.
Also understand, we’re selling maintenance. We’re selling services that aren’t broken. That’s the name of the game right now. It’s not a matter of trying to extract as much money out of the customer. We’re talking about doing our job. Our job is to do the needed maintenance, because they have a lot of money invested in this vehicle and if they don’t maintain it, it will break, and when it does break, it’s a much more costly repair.
Get it out of your head that if ain’t broke you ain’t going to fix it. Understand, you have to maintain cars these days so that they stay safe and they stay running as long as possible. Otherwise, the car gets trashed. They go out and buy a new car. How much money can you make off of a brand new car? Nothing. Man with two names, understand this is not 1985. You’re 100% correct on that. This is the day and age of maintenance, and you have to do a proper inspection and you have to be able to sell the services that are needed to keep that car on the road.
I’d like to hear what you think about this little dilemma. Stay away from the four letter words like the man with two names used. We don’t need to go that far into it. I understand you have some passion in there, but look, we’re not talking about scamming people. We’re talking about selling the needed services here. Go down below this video.Let me know what you think.