Why don’t people buy auto repair? We’ll explore that question in a second. First, let’s set the scene. There’s a toxic belief that holds back auto repair shops nationwide. Drivers think auto shops are more interested in making a sale than providing a service they genuinely need. How can you assure drivers your shop is different? Focus on service (not sales)!
The price should never be a surprise.
Drivers hate it when they’re expecting to pay one price – let’s say $50 for a routine oil change – and then you suggest a repair that’s a lot more expensive (perhaps a $500 brake job).
There’s no way to avoid this situation. Your crew doesn’t have psychic powers. They’ll have to inspect the driver’s car before they can identify potential problems. Make sure your customers understand this!
Here’s a good script to use: “We provide all of our customers with a free safety inspection anytime they bring their vehicle for service. If we find any issues that require attention, we’ll share a quote and ask for your permission before we do the job. Please look out for our call!”
You should also put a price list for common services in your lobby. If a driver wants to confirm the cost isn’t totally out-of-touch, all they have to do is consult that list. They’ll feel better about the investment when they understand other customers are paying the same fee. If the cost is higher for any reason, explain your reasoning so they don’t assume it’s a scam.
Show drivers you care about them.
It’s nice to know your service provider cares about you on a human level.
Expect your crew to use every customer’s name several times before the end of a transaction. This is a simple but powerful way to make people feel more comfortable.
You could also keep a spreadsheet that lists some background information about every driver. Pay attention to what your customers say and list details about their personality.
For example: maybe a driver loves to attend car shows. The next time they show up, ask if they’ve seen any cool vintage cars lately. If one of your customer’s kids got cast in a play, ask: “How did their performance go? Were you proud?”
How many service providers do this? Not many, especially in the automotive industry! Adding a human touch to your customer interactions will help you build a connection and stand-out from the competition. Worth the effort? Believe me… it is!
Don’t assume drivers know technical terms.
You know everything there is to know about rotors. Your customers might not even know what the heck a rotor is. Keep that on mind when you’re recommending an auto repair or service.
That doesn’t mean “talk down to people.” It does mean “be mindful of where they’re coming from.” I like to compare auto repairs to the human body. It helps people “get it.” For example, a bad air filter is like having asthma. Replacing that filter will improve air flow in your car.
Be considerate of people’s financial constraints.
In a perfect world, everyone would have at least $1,000-2,000 set aside for emergency expenses. We don’t live in a perfect world. In reality, most people don’t have that much money on-hand.
If you suggest a repair that would put a driver in a bad spot – for example, a tire replacement that would wipe out the money a customer saved for a vacation that’s coming up – expect to be met with resistance.
This is why you need to a) help drivers understand the difference between emergency and preventive repairs and b) offer a credit or installment program that allows drivers to pay down a repair in small chunks.
Maybe a driver’s brakes are in bad shape. If you don’t fix those right now, their brakes could fail at the worst time possible. No one wants to go driving off a cliff. This job is super urgent!
Maybe it’d be smart to do a coolant flush (but nothing horrible will happen as long as they get it done within a few weeks). Offer to schedule an appointment for that service next month.
Help people understand the purpose of a repair.
No one likes to throw down hundreds or thousands of dollars on a service when they don’t comprehend how it benefits them.
Frame repairs as an investment in the safety and longevity of the driver’s vehicle. Make sure they understand investing now will save money later (because otherwise, they could get stuck with a more expensive repair… or, even worse, have to buy a new car sooner than necessary!).
Make an honest effort to serve your customers and your sales will take care of themselves. Do you believe in the philosophy of service (not sales)? If so, share this blog with your friends.