Sound off people!!! I moved from a sale position to service advisor when the recession started to hit, so i use a lot of what i learned as a salesman to sell service. Everyone has their own little "tricks" and different word-play that they use to set up or close serive sales. Let's stop keeping them to ourselves and help each other make some $$$! Who's first?
I know it sounds idealistic, but the absolute foundation for selling a service is having a genuine value to convey. Now the trick lay in finding the specific value to the person.
I have a service product with serious two-pronged value: branding and sales. Some clients want the cash ROI and others want to awareness and connection with the community. So my trick, with promotions, is to simply ask the owner "Are you more interested in short term immediate sales or long term awareness over your competition?" Then you simply focus on the goal of the client.
Forgive me if that is is easy for me to say because the service I offer is so radically awesome. I feel it goes without saying that you must believe in what you are offering or you're doomed.
Good discussion point. In my experience I find that processes and consistency work best. When the Customer has been properly greeted, listened to, given an explanation of what is going to happen today, offered additional services or maintenance recommendations based on the vehicles history and mileage, updated throughout the day, given a complete report of the inspection findings, offered additional repairs using proper sales technique, called when ready, greeted again when they arrive to pick up their vehicle and then experience an active delivery the Service Sales fall in line. The real "trick" is doing it the same way everyday. Thanks for the topic Joel!
So true! When the dealership you work at is properly staffed and are able to follow the processes without taking short-cuts it is way easier to get the sale. Especially when you let them know you are going to be doing a coutesy inspection(on every vehicle) so that we know they'll be safe. I would say, also, that when a customer has a few things needed, sort of prioritize the items for them and start with what they can hold off on, maybe throw in a "that's what i would do if it was my vehicle". Oh, some customers can afford everything all at once so this can also screw you, so you have to feel the customer out a little too.
Both Nicholas and Leonard have good points. The service advisor must show value to a customer to close any sale. The advisor must believe in the product or service in order to be able to show value. The advisor also must build trust with the customer which starts with consistent processes. The trick is really not a trick, just build trust, build value, and offer consistently great service and the sales will always come, period.
Very well put Mike, i didn't really mean tricks, haha. I'm behind you 100% about believing in your product. I worked at a Honda dealership and LOVED it i new that if the vehicle was properly maintained it would almost last forever, way easier to sell the scheduled maintenances that way, had it been a chrysler store...well you get the picture
I teach service advisors to remind the customer during the sale, after the sale, and at delivery, how investing in services for their vehicle pays returns when they trade or sell it. That's not exactly a trick; but it does add to the value equation and it's the truth.
There is no substitution for a good walk around of the vehicle with the customer. Broken or worn tires, wheels, glass, belts, hoses, body damage and interior components can all provide legitimate sales opportunities. How often do you sell a detail compared to how often they need one? Use the service history and menu and do it the same way every time.
Establish rapport, discover the pain and offer the cure. Pretty simple really and 3.0 hours of customer pay is a realistic and attainable goal.
WOW! Can't believe you were the first one to mention the walk-around Dan, this is probably the most unused sale tool in my limited experience. I know you men when they first drive up, which is mandatory at our dealership, also i often take the customer back to the shop to see the leak, worn brake pads, busted ball joints ect.
The most important thing to remember is TRUST.....that is what relationships are built on............
The customer goes through 5 Buying Decisions when they make a service investment. They must like you, the company, see the benefits of the service, justify the price and want to do it today. As you may imagine YOU are the most important buying decision the customer makes because you are the one who delivers the other 4 buying decisions. The common weaknesses of Assistant Service Managers are:
o They talk too much - listen too little.
o They are self-conscious.
o They are timid.
o They have annoying mannerisms.
o They have no goal in life.
o They are not energetic.
o They are not energetic.
o They are not thrifty.
o They lack enthusiasm.
o They have poor memories.
o They are not loyal to their bosses and to the companies that employ them.
So what are ‘The Secrets’? They are, knowledge, action, conflict, fun, and passion. Don’t wait for all the lights to turn green before you go. Take the knowledge that you have and act. Action is the key that opens the door to accomplishment. As you move forward, learn and adjust your course as you go. Conflict is good. It stirs ideas up and gets us charged up. Make it safe for those you work with to express their opinion and disagree with you, if in fact they do. You will be amazed at what you and they will learn about yourself, them, your work, and life. Make sure everyone has fun along the way. It improves morale, the work environment, productivity, and reduces stress and employee turnover. Do everything you do with all the passion you can muster and never let doubt creep in. If you are not passionate about what you do, if you do not believe in it with every fiber of your being, it will be reflected in your achievements. The gutters and ghettos of this world are filled with educated, intelligent people who did not believe and act.
With out writing a book here, I will hit a few highlights on Selling Service. If any one wants to discuss it further, feel free to contact me directly.
First we have to adopt the mindset or paradigm that 50% of the Customers we ask the first time to buy needed maintenance or repairs will say yes. Of the 50% that say no the first time, 50% of them will say yes the second time they are asked. We should EXPECT of ourselves and our customers a 75% closing ratio so to speak.
The most successful Sales People make an average of 5 closing attempts to close a sale.
Our Sales Process in Service must be that we ask for the sale as many times as possible without pressuring or offending the Customer.
1) AT WRITE-UP; Your car has 30,000 miles on it and is due for a transmission service, I can take care of that for you today. (you shut up)
2) WALK AROUND; I notice you have some abnormal tire wear on your front tires. You need a tire rotation and balance, and also a front end alignment. I can take care of that for you today. (you shut up)
3) after the MULTI-POINT INSPECTION; Mr. Customer, our Technician Tim performed a complete inspection of your vehicle for potential problems and safety concerns. Tim found that your front brakes only have 3mm of lining left and new ones have 10mm. Your transmission fluid is dirty and shoud be changed. You also have an oil leak starting at your valve cover. OPTION A; We can take care of that for you today. (you shut up)
4) OPTION B; Well, you could probably wait for the oil leak for awhile, but you will need to check your oil level regularly. But you do need to have good brakes, don't you. And the transmissioin service will help prevent future transmission problems and costly repairs. We can go ahead and take care of those two things today and take care of the oil leak another time. (you shut up)
5) OPTION C; I do understand, it is a lot at one time. It would be easier on your budget if we did the work a little at a time, wouldn't it. Like we agreed earlier, you do need good brakes. If this were my car, I would absolutely do the brakes today. (you shut up).
6) DURING THE ACTIVE DELIVERY; This is the Service Advisor standing with the Customer showing them what we have done and what we have recommended. "Mr. Customer, the Technician has made some notes here about your car that we need to go over.
OK, I tried not to write a book, but you get the point. Notice how many times I asked the Customer for the sale. Also everytime I am asking, it is making a natural transition with the Customer through the Service Process.