Teach how and when to close a sale
December 20, 2010 by Editor
Filed under Current Issue
There is always natural resistance to closing a sale if the repair can be immediately put off. “Your radiator is leaking, Mr. Jones. There are several ways to fix the situation.
1. A new radiator where we replace it with an aftermarket unit guaranteed for 3 years.
2. A radiator reseal in which we remove it and send to a shop that will flush and reseal it and guarantee it for 1 year. And,
3. Putting in stop leak and watch the fluid level to see if it seals. If you are keeping the vehicle choices 1 & 2 are the wisest. If you are considering replacing the vehicle we can proceed with #3. If you choose #3 and you are planning to sell your vehicle it probably will bring a little less money.”
When should this conversation all be done?
Obviously not without a full checkup, because the hoses may be contributive or even the water pump and then there is the thermostat. Don’t diagnose quickly at the fender.
Teach calmness and what I call ‘no big deal’ discovery. No matter what is wrong – don’t make it a big deal. It’s just a radiator problem and can be resolved in 3 ways with minor expense.
Everything is in a stage of continual wear out. Some parts wear out abruptly and some gradually.
Replacement of parts is a natural process of any vehicle. No matter what the repair cost is – is will likely cost less here, because we discount our repairs = always have! Just relax and let us find out the right options to correct the problem and then get you on your way.
At this point we must discuss honesty. It’s just a matter of truth, accurately presented.
“Your tires should be replaced immediately Mr. Jones, they’re ready to blow out any minute and you will cause a terrible accident or run over and kill somebody. I sure wouldn’t let my wife drive that car even out of the driveway”.
“Your engine is ready to blow and when it does it’s going to cost you thousands of dollars”. Now I admit that’s a little ridiculous, but get the point here – planting anything unnecessary into the presentation to enable you to close the deal is not looking after the best interest of the customer.
He should always be in control of the decision without sensationalism or trickery. He needs to feel that he is safe here and that comes from how you treat him.
Your shop needs a command structure. If you are the CHIEF then appoint who is in charge of sales and customer attention.
Who is in charge of test drives and diagnostics?
Who is in charge of installation?
Any new people are then trained by one of these. Working together is a requirement – not an option.
Your shop needs an information structure.
This is a point in which all work is noted on a whiteboard and all scheduled work needed and parts to be ordered and job deadlines are posted.
Don’t even think that you are all good enough to work without it -you are not.
You are wise to insist on continuing education and certification
Plan and budget 1% or 2% of quarterly profits to send your crew to a community college or tech school for updating.
As the owner contact your high school automotive training departments and make yourself available for trips to your shop and to speak to the students. Good new employee source.
(Next month): 15 Things that will improve your operation
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Article: Ray Hauenstein, All rights reserved
Marshall Kelly (editor)
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A special note from Deanna at ShopController
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We’re a very “welcome to the family” type company and would love to help you in any way that we can. We always take suggestions and are continually trying to make a better program for YOU! Give us a call and we’ll show you how we can help. 800-898-2038
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Note: The email marketing module is available by subscription) Call us for details. 800.898.2038
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Thank You,
Marshall Kelly (Editor)