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

Stop selling from your own wallet - auto repair service advisor classIt’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 seniors. 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!

Learn More – Get Your FREE Strategy Session

Does your auto repair shop lack direction? Maybe your business plan has stalled out, and you need an experienced automotive industry coach to help you. Then why not schedule a FREE business strategy session with Brian? You’ve got nothing to lose, so sign up today!

Rock Star Marketing is a digital marketing agency based in Monterey, CA. We provide marketing services to small-and medium-sized businesses nationwide, but we specialize in the auto repair industry. When you’re too busy running your own business to work on various marketing projects, we are your go-to group. When your goal is to attract your ideal customers — your tribe — to your business, use the talented team at Rock Star Marketing.
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