Resource Center - Industry Articles
The Six Reasons People Buy Service Work
by Hal Scott, July 16 2010
One of the hottest topics today is sales in the Service drive. How should it be measured, how much is enough or too much, and how do we grow the number. Unless the Consultants are rookies they already know how to walk around vehicles and identify needs with the customer – I hope. You should already have menus, cleverly assembled maintenance packages, and some type of marketing program. Now what?
My belief is that we are still letting needed work go out the door every day. My research has shown that this happens due, in large part, to the Consultants sales ability. They either try to sell the service but fail or do not even offer the service to the customer. The latter is a real shame. Not only has the store missed the opportunity to generate income, but we have failed the customer as well.
We can exchange banter on why Consultants refuse to even ask for the sale some other time, but let’s focus on what you can do today that will improve sales and customer satisfaction.
There are six fundamental reasons people are motivated to buy service and repairs on their vehicles. Certainly more than one may apply to a situation, but one of them is the primary driver in the decision to buy. The Service Consultant’s job is to identify the primary reason and then to address it to the customers satisfaction. The customer’s opinion is the one that matters. Just because the Technician presents the concern as a performance issue or the Service Consultant views it as a money issue is irrelevant. Remember – nothing is purchased until value and understanding exceeds cost. Speak to the customer about what is important to them first!
1. Safety
This one is often believed to be the easiest sale but do not take it for granted. Important as it is we must still create value for the customer. The primary selling point is, of course, the well being of the customer and their passengers. Sell this by handling the topic gently. Too direct of an approach may offend the customer because they feel as if they are being bullied or that we are trying to frighten them. Use words such as safety, protection, peace of mind, and important. Be very careful about letting a vehicle with a safety issue leave your shop unresolved of course. A manager should become involved before the vehicle leaves.
2. Performance
The customer usually will present this as a known concern at Write-up. Something is happening that is noticeable and they wish an estimate or they just want the issue resolved. Sell this by first understanding why the perceived issue is important to the customer. Many times performance issues turn into another topic such as stumble at idle becomes reliability when injectors plug. Use words such as enhanced, optimal, and improved.
3. Appearance
This one is often an ego driven purchase. It can range from fixing an unattractive issue such as a stain or wavy molding to wheels and graphics to making the vehicle shine like new. Sell these items through creative consultation. If asked, give your opinion on the value of the enhancement. Support their decision in an upbeat fashion, most appearance purchases should be fun and exciting. Use words such as attractive, cool, fresh, protection, and good as new.
4. Reliability
This one may be easy or hard depending on the customer. A person with limited time for visits to your business will purchase items just to avoid another trip. People with limited finances may not agree to the repairs and roll the dice. Sell this item through understanding the impact of immediate repairs rather than delaying repairs. Use lost time or additional money examples if not done today or turn that around and use potential savings in time and money. For example: “As long as you are here, let’s take care of that today to save you another trip in the near future.”
5. Money
Maybe the one that is most avoided. Most customers are reasonable and expect to spend money on their vehicles. They are machines that need maintenance and inevitably break. Focus on how repairs save money in the long run, after all, cost is relative to the consequences. Sell these repairs by underplaying the cost, use terms such as “only” and “just” when referring to repair cost. Any repair could be worse than it is. Also, relate to the value of doing the repair: “Rotating the tires on a regular basis will ensure that you get the maximum mileage possible out of these tires and that saves you money.”
6. Comfort
This repair is one that customers can choose to ignore so you must approach the topic correctly. These concerns range from climate control to ride quality to air leaks. The importance of these issues is relative to the person’s sensitivity. Be careful not to make judgments based on how you would react to the same issue. Sell these items through an empathy approach: “I would be very uncomfortable with the A/C out today but the good news is that we can have the A/C ice cold for just $______.”
Listen for the words that the customer uses during Reservations and the Write-up. They will let you know what matters to them most if you pay attention.
As with any selling, belief on behalf of the Service Consultant will dictate their emotional state and confidence. This will bleed over to the customer who will unknowingly follow along. Having confidence in your selling abilities, the product, and in the Technician’s recommendations is critical. All must be in place for sales to reach their potential.
And lastly, become proficient at selling in person and on the phone. These are distinctly different skill sets. The telephone skill probably has the greatest opportunity for improvement but that too is another topic for later.
Give people a reason to buy that makes sense for them and your sales will improve – I guarantee it! So, do you want to make more money? Let me tell you how…..
Contact Hal at Hal@HalScottConsulting.com Office: (800) 858-7618
