- Methods and resources to help educate the customer.
- Utilizing full system isolate, PARP, ECM, and analogies.
Here’s a great discussion from our You Net Results group regarding auto repair sales analogies. Most customers wouldn’t understand complicated automotive repair terminology. Here are some great metaphors your service advisor can use to help them, and then close the sale of needed repair in the process!
What if a customer asks why you cannot replace just one side of their brake system? Or maybe they are angry they had to bring their vehicle back in soon after their last visit? These sales analogies cover these situations and much more! This is a MUST WATCH for Auto Repair Shop Owners, General Managers, Service Advisors, and Service Writers!
As the clip opens, Brian is discussing phone scripts. He focuses in on the important topic of word analogies. Throughout the years, he has asked some of the most successful service advisors he has met what their best analogies are.
Moving on, he encourages the callers to share their best examples and write them down. At first, they were not ready to share, so Brian recalled his own sales analogy. The customer’s car needs new brakes, and he explained that even though one side was like a worn out shoe, the other was in brand new condition. You can’t just replace the worn out shoe. Both need to be the same condition to work properly.
Each of our YNR members then provided their own great examples. Steve volunteered his comparison between error codes and Christmas tree lights.
In the case of mismatched tires binding up wheel bearings, Gene compared the failure to a pretzel being twisted up. The customer would always be best served to replace both rear or front tires, instead of just one.
Nick then offered up the analogy that coolant can conduct and store electricity as it ages, just like a battery. Over time, this can corrode the metal parts of your engine. This reminded Brian of another analogy. We may put liquor into the freezer, in order to serve it cold. Because of the alcohol, it will not solidify. Just like alcohol, the chemicals in engine coolant prohibit freezing, and it will stay a liquid, no matter how cold the temperature it is stored in is.
Denise used the analogy of blood work getting done when you go to the doctor. You have blood drawn and tested in order to diagnose any health issues that you may have. This is the same with the Check Engine light in your vehicle. Once the shop scans the code, they know what the vehicle’s health issues are. Denise never uses the word “diagnostics”, but uses “testing” instead. Customers tend to understand that term better.
Frankie compares ball joints to kneecaps. Eli reiterated Brian’s earlier sales analogy about why we need to buy brakes and rotors in pairs, just like shoes.
Brian added a metaphor to the list about carbon buildup. He has explained the accumulation of carbon in engines to customers with a couple of analogies. When carbon builds up in an engine, it can be flaky like tar when it is cool. Just like cleaning the soot out of your chimney, you periodically need to have carbon cleaned out of your engine.
Every automotive shop hates it when customers come back soon after their previous visits for rechecks. Let’s say your shop just completed a costly repair. The customer returns with a new issue, angrily stating that you had just fixed all the car’s problems a week ago!
This is where a simple analogy comes into play. You go to a friend’s house for dinner. You excuse yourself to go to the bathroom. When you step into the bathroom and flip the lightswitch, pop! The bulb goes out. There was no way to tell that the light bulb would soon go bad. Such is the case with many vehicle issues. Usually, we can tell when a part or system is wearing out, but not in all cases. Obviously, if we could have detected the problem, we would have informed the client.
Next, Brian compares intermixing of oil and coolant fluids to a milkshake. He also shared a regional analogy native to his former home in Georgia. The Chattahoochee River is well known as a muddy mess. Anytime Service Advisors in the area need to make an analogy about something nasty mixing up in an engine, the Chattahoochee is an easy comparison.
Finally, Brian compares modern vehicles to smartphones. When you need to have your car or truck flashed or reprogrammed, it’s just like downloading a software update for your phone. It is a necessary update in order to ensure security and functionality.
What’s great about the automotive repair industry is that you learn something new every day. Once your service advisors memorize these sales analogies and put them into practice, you will see your sales go up. When your customers learn an important fact about their vehicles in plain English, they invariably respond, “Let’s get that repair done”.
Does your independent auto repair shop lack direction? Perhaps your business plan has stalled out. 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!