We all know the economy is tough right now. We all know everyone is looking for ways to save money. We all know that everyone wants value! Value is the key to the “tell and sell” concept.
Value: Equivalent worth or return in money, material, services, etc. To give value for value received.
One of the ways consumers are saving money right now is by keeping their cars longer. They understand that the cars will need to be serviced and that this costs money. They chose this method because it is still a lot less expensive than buying a new vehicle.
Your key role as a service advisor right now is to sell value! 85% of the time you will be required to sell value over the phone because most consumers will call you first to ask about pricing and or to schedule an appointment. What they hear from you on the telephone will determine if you make the sale.
- Talk about features
- Talk about benefits
- Talk about advantages
- Ask for the appointment
- Focus on what is best for the customer
- Focus on the needs of the customer
Highlights: We have trained certified technicians here to service you, we use quality parts, and we will top off fluids and check tire pressures between services just to keep your car in top shape. Yes…brag a bit! Be proud of the company that employs you!
- Blurt out prices
- Rush the call
- Focus your attention on hours per repair order
- Focus your attention on your needs over the customers (such as meeting your quota)
- Recommend additional services before checking on the vehicle service history
When blurting out prices and rushing the call it makes the customer/consumer feel like you just want to hurry them along and you don’t really care if they come in or not.
When asking for the appointment, invite the caller to come in for service. “Let me see what time we have available that works best for you? Would today or tomorrow be more convenient? Will you need a ride to work (or wherever)?
These are just some suggestions and I will be sending these monthly for the benefit of the service advisor. Feedback is always welcome.