Free Auto Repair Management Tips Blog

In this video, Brian and and our members discuss advanced phone voice skills. These are tips that your service advisors can use TODAY to sell more jobs! This is must watch content for auto repair shop owners, as well as their service writers! Watch the video, then read on for more.

Phone Voice Tips for Automotive Industry Professionals

First, Brian discusses moves on from previously discussing analogies that Service Advisors can use to close more sales. He shares a worksheet with lists of phone voices. These include Payoff Enhancements, which can help close more sales. Second, the worksheet lists Voice Enhancements to avoid. Finally, he points out a list of Payoff Gestures, which can help Service Writers on the phone or in person.

The Payoff Voice Enhancements, depending on the situation, can be invaluable tools. Imagine encountering a customer who is disappointed that their car broke down. They don’t know you personally and have never been in your shop. Because of that, they do not trust you. How would you cheer them up and put their mind at ease? Practicing a phone voice of empathy is key. Knowing the customer’s situation inside and out prepares you to know the right voice enhancement to use. This is especially important when making follow up phone calls where you must break unpleasant news to your customer about their vehicle.

Gathering as much knowledge as you can about a vehicle’s situation is crucial to building your confidence. Repair shop owners and Service Advisors may do this by personally inspecting the vehicle, speaking with your Technicians about the job. Sometimes, it’s a simple as Googling a particular issue or part. When you are fully prepared for your call, customers will recognize your confidence, and they will feel more at ease.

Are you selling all of the jobs you possibly can? Can your customers see the passion you have for servicing their vehicles? A Sense of Urgency (SOU) can really make the difference in creating lifetime customers.

Learning a Sense of Urgency for Customer Service

Whether you’re a Service Advisor working front of house, or a Mechanic working in the back, a sense of urgency is key.

Brian opens up this segment with an analogy about walking into a local restaurant. Their staff instantly bowls you over by bending over backward to serve you. The host or hostess greets you with a smile and quickly directs you to an open table. Your Waiter rushes to your seats to take your order. How do you think that affects your buying mood? Aren’t you more likely to start with an appetizer or order a dessert afterward?

It should come as no surprise to you that many auto repair clients become repeat customers because of how friendly a shop’s staff are. When front counter staff are quick to greet you politely and take a genuine interest in you and your vehicle, you are more likely to want to come back.

Brian provided evidence of this by using an example of one of his Service Advisors at the shop he once owned in Georgia. Since this employee demonstrated a sense of urgency, as well as an eager to please attitude, it made a huge impression on his clients. They even remembered him years later!

There’s no reason why this can’t work for your shop! When you encourage the traits of friendliness and speedy service in your Service Writers, Managers, and Technicians, everybody wins.

How much can we influence buying mood when we increase customer comfort? From our members only Clear Counter Communications Series, here’s some great advice for your Service Writers on how to make customers feel at home. If you really want to make auto repair sales, then you need to put yourself in your customer’s shoes and do whatever it takes to make them feel comfortable in your shop.

Customer comfort factors: restaurant analogies

Brian opens up with an analogy about restaurant service. You made plans with a friend to meet for lunch at a local taco restaurant. You show up, walk inside, and you have to wait to be seated. The staff seems to be ignoring you! When the host finally shows up to seat you 2-3 minutes later,  they don’t even apologize for making you wait! In this environment, how likely are you to spend extra money on cocktails or dessert after your meal?

Could you increase customer comfort in this situation?

In much the same way, you must make the effort to get acquainted with customers when they walk in the door. Engage with them by making small talk, or even complimenting them. Nobody likes having to spend extra money for repairs. Beginning the process with a friendly Service Advisor will make it less painful. You’ll be surprised when you start getting more “YES” answers, just from implementing this simple step.

Influencing Your Customers’ Buying Mood Through A Personal Connection

Many customers have made buying decisions before they’ve even walked in the door. Like it or not, factors outside your control may have influenced them negatively toward paying for necessary service. As a front counter worker, you will be the first person clients see when they walk in the door. Can you go above and beyond to break the ice?

Our own Brian Gillis recently returned to Remarkable Results Radio’s Town Hall Academy show. He took part part in an all star panel, discussing the topic “Stop Selling from Your Own Wallet”.

Initial Talking Points from “Stop Selling From Your Own Wallet”

First, the panel played a game on how much each of them would spend on certain items.

• • Gym Membership
  • Dress Shoes or Boots
  • Birthday Gift for a Good Friend
  • Surround Sound System
  • Laptop Computer
  • Family Pet
  • Necktie
  • Bottle of Wine

It’s not a matter of how much disposable income someone has, so we can’t look at a customer and just start making decisions on pricing. When it comes to technician recommendation vs Invoice, ask the advisor why they didn’t recommend the repairs.

Don’t think for the customer, and don’t be a bleeding heart for them. Keep in mind that having sympathy for older customers can cost you! You can still show empathy, but don’t give away the shop’s money. You may think “wow, this is gonna cost a lot of money”. Push that thought to the side, or you will be limiting your potential.

That being said, apply “Wisdom Credits” for older customers. It’s good to quiz customers about their car’s sentimental value, but still be tough on coupons. When you review pricing, make sure that any senior or military discounts are pre-established in your books. Employ discounts across the board so you’re prepared for it.

Don’t Put Money Ahead Of Safety, But Do Understand Profit And Loss

People play the poverty story all the time. Don’t compromise the safety of their vehicle over money, though. If they are truly down on their luck financially, you can still prioritize the repairs in an effort to help the customer.

You can do that when you understand profit and loss in selling. When you know what your parts cost, and you understand your overhead costs, you are in the driver’s seat. Make sure you teach your service advisors these costs!

The goals for average work order can result in a loss of sales. Don’t just hit the goal, work beyond that! Also, if you’ve had a good morning, don’t get complacent in the afternoon.

Final Words on Not Selling From Your Own Wallet

Each guest offered their own parting words. Brian, ever the motivator, insisted we “Run out there and run this game!” Andy added that Brian working with his advisors on selling has been amazing. Keith stressed that it’s always about training and about getting better. You should always be ready to identify the next training needs.

Too many times we think about our own money tolerance instead selling for the customer needs. We think what others may believe is a lot of money, is. When you have inconsistent lines in the sand, you’ll limit both yourself and your potential. Don’t make the customer’s decision for them!