I did research about how to improve sales for an auto service shop, jobber/warehouse/retailer, part manufacturers and I found all kinds of things. Almost all offered to help online or in person for a modest fee. I’m sure most are good programs. I am going to share a secret with you, just one, that I learned 48 years ago. And it’s free.
Ask yourself why you are in business. If the answer is all about you, money or fame, you are destined to stay in your current lane or fail. If, however, your answer is about providing a needed service or product so that people’s lives are enhanced, great things may be in store. These days more than ever people want to feel like someone cares about them, and what’s important to them. Every day we are all beat up by this high-tech, flash-bang culture of ours. Isn’t it special when we need something to find someone on the other side of the counter who honestly and obviously cares?
Vehicle repair is second nature to us. But it isn’t for the vehicle owner. They go out to the driveway, jump in their car, turn the key or push to start and there is silence under the hood. Or, they are headed down the street when a new “kerplunk” sound appears. Or a vehicle runs a stop and crunches their front fender. They may also be late for work, an appointment, have a car full of groceries or young kids. It’s a really bad day for them. But they reach out for help and find you.
Suddenly you become one of the team, on their side, and can begin to put a plan together to make everything better again. Even if it’s arranging an Uber, taxi or whatever to pick them up where they are and help them finish their reason for being out. And have their vehicle towed in to your shop. If that is your kind of thinking, then please learn one simple phrase.
This is what I learned all those years ago. When the customer ultimately ends up in your shop and you are trying to explain what’s wrong, lose the acronyms, the initials and all of that. We’ll pretend that the problem is an electronics issue. You say to the customer, “It’s a bad ECM, and that messed up the ABS and the ATC. It’ll take a few thousand to do the repair. I have an estimate for you here.” How would you feel at that point knowing nothing about auto repair? How do you feel when you go to the doctor and get the same thing about yourself?
What if instead you replied, “Well Bob/Sue, the initial problem began in the electronic control module, or ECM. That controls many of the car’s functions. In turn, it caused issues with a couple of related systems, those being the anti-lock brakes and the traction control system which helps keep you from getting stuck or losing steering control. What all of this means to you is that we are able to make the needed repairs to help get everything straightened out so you are able to safely get around reliably. The investment is $XXXX, much better than having to buy another car! Here’s the estimate. Do you have any questions?”
Are you able to spot the short, magic phrase? And, that short magic phrase includes the overall approach to the customer that brings both of you around to the same side of the counter. Here it is — What all of this means to you. With this phrase you will relax your customer, begin taking down the walls of objections, shows you respect your customer and you care about what’s important to them.
Here are the steps:
It’s always important to remember, you are the face to an unknowing public. They need a partner. By saying “What this means to you,” and then following with the explanation, in terms they are able to deal with you have separated yourself from many of the rest.
What role does the jobber/warehouse/retailer play here? Or the manufacturer? A lot. At the distribution level you are able to provide the material the face of the aftermarket needs in order to help. I was always a believer in giving people something to touch or see. Even before the statement, you are able to share what is happening or provide better understanding of what’s happening. A couple of my favorites were the counter oil filter displays. Or, the lighted braking system picture on the back wall. And if nothing else, show books or fliers to use when you explain what’s wrong.
The manufacturer might also be a huge help in sharing the points of product differentiation to help with information critical to explain the problem, the differences between your product and others, and tip sheets for the frontline to put to work. If you believe you build the best product, then help the frontline sell for you.
There is nothing but opportunity and growth in the aftermarket. But for anything to get bigger, better, and more profitable, it’s how we approach the customer … the person with the wallet, who is more critical than ever before.