Are You Personalizing Service Recommendations?

Sometimes customers will enter your service department with their guard up.  Whatever else you’re selling beyond their prime item, they’re not buying. It’s not about time, or money  – it’s about trust.
We have all seen the news stories about customers who have been ripped off by auto repair shops and dealerships.  So, if a customer is defensive about your maintenance or repair recommendations, it might be because they don’t want to be taken advantage of.  They think you’re selling the same thing to every customer who drives through your service lane, and that’s why personalizing your maintenance and repair recommendations is so important.
Personalized recommendations help you build relationships with your customers and break through concerns they might have about whether they can trust your guidance.
Here are simple steps to personalize your service recommendations:
    • This is the best way to show a customer a personalized health report of their vehicle.
    • Consistently performing a multi-point inspection during each visit and showing the customer when the car is in good shape or in need of attention will help build your relationship and prepare your customer for future services.
  • Ask the customer about their car and driving habits.
    • How long they plan to keep the car can help you guide them through and support the importance of repair or maintenance needs.
  • Explain beyond parts and labor.
    • This might seem obvious, but too often we just present the repair and the price.
    • A customer with defenses up needs to understand WHY you are making your recommendation. Value and benefits must be a part of every service recommendation. Add the why, and more people buy!
By taking the time to inspect your customer’s car, learning about their driving habits and taking the time to explain the importance of what you’re selling you will create a more personal experience, and earn your customers’ trust.
John Dillon
President, Best Auto Pros
P.S. Check out my other blogs for more service department tips!
image courtesy of pakorn at freedigitalphotos.net
John Dillon
John Dillon
BestAutoPros President John Dillon has more than 30 years of experience in dealership operations. John’s extensive experience working with hundreds of dealerships gives him a solid advantage in prospecting candidates and tailoring business consulting to your dealership operation.

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