A Marketer's Take on "Just Say Yes" [E112] - The Auto Repair Marketing Podcast

carmcapriotto · August 7

Join Brian Walker in this thought-provoking episode of the Auto Repair Marketing Podcast as he delves into the controversial philosophy of "just say yes" in the auto repair industry.

Brian explores how this approach can influence your marketing efforts, customer service, and overall shop success.

He shares real-life examples of missed opportunities, highlighting the importance of proper service advisor training and the need to always look for ways to turn a "no" into a positive response.

Tune in to gain valuable insights on optimizing your shop's phone interactions and maximizing your marketing investments.

Thank you to RepairPal for sponsoring The Auto Repair Marketing Podcast. Learn more about RepairPal at https://repairpal.com/shops

Lagniappe (Books, Links, Other Podcasts, etc)

Episode 106: shopmarketingpros.com/106

Empower Your Advisor : https://empoweryouradvisor.com/

Episode 2: Brian's Euro shop : https://shopmarketingpros.com/kim-and-brian-tell-their-story/

Episode 45: phone skills with Cecil Bullard:

https://shopmarketingpros.com/ep-45-phone-skills-amplify-your-marketing-with-cecil-bullard/

Show Notes with Timestamps

Introduction to "Just Say Yes" (00:00:10) Brian introduces the concept of "just say yes" in auto repair marketing.
Philosophy Overview (00:01:18) Discussion on the philosophy of getting cars into shops, regardless of capacity or customer interest.
The Divide in the Industry (00:02:12) Explains the polarizing nature of the "just say yes" philosophy among auto repair shops.
Marketer's Perspective (00:02:12) Brian shares his insights as a marketer and the importance of customer engagement.
Stressful Nature of Service Advisor Role (00:03:13) Highlights the stress faced by service advisors and its impact on customer interactions.
Service Advisor Training Importance (00:04:20) Discusses the necessity of proper training for service advisors to improve customer retention.
Examples of Missed Opportunities (00:05:17) Shares anecdotes illustrating how service advisors discourage potential customers.
Case Study: Diesel Engine Inquiry (00:06:22) Describes a call where a service advisor prematurely dismissed a customer’s request.
Flat Tire Assistance Example (00:07:24) Discusses a missed opportunity to create customer loyalty through service.
Air Conditioning Inquiry Mismanagement (00:08:23) Highlights a situation where a service advisor refused service based on engine type.
Timing Belt Refusal (00:09:24) Details a call where a service advisor rejected a customer based on vehicle age.
RepairPal Sponsorship Mention (00:10:19) Introduces RepairPal as a resource for connecting shops with new customers.
Frustration with Service Advisors (00:11:25) Expresses frustration over service advisors frequently telling potential customers "no."
Misunderstanding Customer Needs (00:12:17) Discusses the importance of understanding customer queries beyond their initial questions.
Radiator Inquiry Example (00:13:16) Describes a call where a service advisor failed to explore the customer's actual needs.
Exhaust Repair Refusal (00:14:12) Shares an example of a service advisor not offering solutions for exhaust repairs.
Training for Service Advisors (00:15:12) Importance of service advisor training and understanding good phone skills for effective customer engagement.
Turning No into Yes Examples (00:16:23) Brian shares practical examples of converting customer inquiries from no to yes during phone interactions.
The Philosophy of Saying Yes (00:17:23) Discussion on the positive implications of saying yes, while maintaining integrity and customer trust.
Value of Marketing with Yes (00:18:23) Emphasizing that looking for ways to say yes enhances marketing effectiveness and customer satisfaction.
Closing Remarks and Thank You (00:19:08) Brian thanks listeners and sponsors, encouraging engagement with the podcast and its content.