Don't Oversell Your Customers

[Transmission Repair]

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[newport5]

I thought the video was a bit over the top. BUT makes a good point.  Having said that, I don't think we have to "sell" anything - we're not a mattress store or a used car lot who HAS to "sell."

The car either needs it or it doesn't. And don't toss out 2 benefits for each service. Now you're trying to persuade and the customer feels that. We're dealing with people, not cars.

If you've built up a good relationship and they trust you, I suggest you "tell" them what it needs.  

I'd LOVE to do a series on that. How do I do that?

[newport5]

Ugh! It may not be actual overselling but it's certainly the perception of overselling. The darn (AAA) survey that said customers "feel" they were overcharged, but they don't explain how the customer decided that. I TRIED to get a copy of the AAA study but to no avail. ESPECIALLY how the actual questions were worded, which is important. And this lame idea about the HUGE value of videos of the needed repairs, the "transparency." I saw a customer's video of cracks in his differential rubber mount, "needing" replacement. but no clunking. And this was part of a $4000 estimate on a $5000 Lexus. It was from a Lexus dealer. I see this (common) stuff as the main problem with the perception of our industry, NOT the alleged unscrupulous shops, which I guess to be about 10% on the shops, if that. AND I heard (an exaggerated?) comment that 3/4 of first time customers don't come back. Jeez, I wonder why? Overselling. QUIT doing if. Suggest half of it and they'll come back. Meaning less money spent on advertising.

I could go on. Sorry ...