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Selling automotive service and repair is all about helping the right customer

Joe Marconi
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3PuttFever

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Had a customer just this morning. Rarely drives his Jeep. 21,900 miles in six years! Brought it in for an oil change/tire rotation. His first complaint was tire pressure going low in cold months. I explained that Nitrogen inflation will help alleviate the low air pressures on those cold days. How much, he asks. I give him the price which he says 'No'. Then he asks if we test the batteries. I go through the entire inspection process with him and show him our form. As expected his battery is very low and should be replaced before winter. I tell him the benefits of the battery from us (we install, dispose of the old, warranty) and give him the price. 'NO'.

 

Is this a win or lose appointment? Hard to tell at this point. My hunch is that this guy is a price shopper and despite telling me how much he enjoys our shop the fact is some people are only motivated by the cheapest price. But staying consistent with the benefits and doing it with a smile when being rejected is all part of the business.

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  • Have you checked out Joe's Latest Blog?

    • Joe Marconi
      The Toolbox is Last to Leave, First is the Heart
      By Joe Marconi in Joe's Blog
         0 comments
      It always amazes me when I hear about a technician who quits one repair shop to go work at another shop for less money. I know you have heard of this too, and you’ve probably asked yourself, “Can this be true? And Why?” The answer rests within the culture of the company. More specifically, the boss, manager, or a toxic work environment literally pushed the technician out the door.
      While money and benefits tend to attract people to a company, it won’t keep them there. When a technician begins to look over the fence for greener grass, that is usually a sign that something is wrong within the workplace. It also means that his or her heart is probably already gone. If the issue is not resolved, no amount of money will keep that technician for the long term. The heart is always the first to leave. The last thing that leaves is the technician’s toolbox.
      Shop owners: Focus more on employee retention than acquisition. This is not to say that you should not be constantly recruiting. You should. What it does means is that once you hire someone, your job isn’t over, that’s when it begins. Get to know your technicians. Build strong relationships. Have frequent one-on-ones. Engage in meaningful conversation. Find what truly motivates your technicians. You may be surprised that while money is a motivator, it’s usually not the prime motivator.
      One last thing; the cost of technician turnover can be financially devastating. It also affects shop morale. Do all you can to create a workplace where technicians feel they are respected, recognized, and know that their work contributes to the overall success of the company. This will lead to improved morale and team spirit. Remember, when you see a technician’s toolbox rolling out of the bay on its way to another shop, the heart was most likely gone long before that.

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