SELLING AUTO SERVICE PROFESIONALLY #BizIdeaOfTheDay
Vehicles play a big part to our safety and that of everybody inside them. You surely do not want your vehicle to let you down and risk the safety of your life and that of others around you. Caring for your car should be the same as taking care of your own health. Regular check-ups at a medical doctor and regular services at a reputable service centre such as SAC Service Centre, will render the same result: peace of mind regarding personal and vehicle health. Regular servicing makes financial sense because it will identify and address potential faults before they result in vehicle breakdowns that are very costly. Early detection of potential
Be prepared to cost-justify
When it comes to selling maintenance, one of the single greatest mistakes that shop owners and service advisors make is being unprepared to cost-justify the services. You’ll need to be able to quickly explain to your customers, in clear financial terms, why the service is a great investment for them. Here’s an example: If you estimate that a customer is going to invest R9000 in maintenance over the course of a year, then you need to break that number down into a daily amount. This way, when you are recommending your services, you can remind them that although they may feel R9000 is a good amount of money, they’re going to be able to benefit from the service for a long time.
Following your maintenance schedule over the course of a year, your customers’ investment will end up being just R24.65 a day (R9000/365). In essence, for less than a couple of dollars a day your customers will protect their warranties, protect the value of their vehicles, squeeze every mile out of every gallon of gasoline, reduce the risk of costly breakdowns, and will have the peace of mind that they’ll have safe, dependable transportation.
Know your customer’s buying habits.
You’ll need to know your customers’ buying habits as well as their service histories. You should always request your first-time customers’ service records, and should ask them about their service histories verbally as well. This information can be extremely helpful during any sales process, especially when it comes to selling maintenance. Great doctors are always interested in a patient’s medical history, just as great service advisors are always interested in a customer’s service history. This information not only indicates which maintenance services are due, but will give you valuable insights to your customers’ buying habits as well.
Emphasize the benefits
You’ll need to know the key benefits of every service you offer by heart. You’ll need to know, in very specific terms that your customers will understand, how they will win by authorizing the maintenance services that you recommend. You’ll need to make sure they know it can maximize their fuel economies, protect the value of their vehicles, protect their warranties, help them avoid unexpected and costly repairs, and provide them with peace of mind in knowing that they’ll have good, safe transportation.
Not only should you know these benefits by heart, but you should write down the benefits of each of your most popular maintenance services, and then review the list of benefits before each and every sales presentation. When it comes to selling maintenance, the overwhelming majority of shop owners and advisors put the focus of their presentations on the parts and labour, and unfortunately, that’s a mistake. As is true with all sales, your customers will be motivated by the benefits they’ll receive, not the parts and labour that go into the job.
Have the right tools available.
People believe what they see, so whenever possible, you should get your customers visually involved. Complete vehicle inspections, proper documentation, and visually showing your customers what was discovered. Since third-party documentation is usually viewed as a credible source, you should use your customers’ owner’s manuals, their service records, and print-outs that show industry recommendations, maintenance brochures, and repair orders that show the high cost of repairs, failed components and fluid samples.