Selling automotive services isn’t like selling most other things people buy. No one is eager to get a transmission fluid change. No one is excited when they hear it’s time to rotate the tires. In many cases, customers may come to you anxious and worried about the cost of repairs and maintenance. However, with the right approach, you can make them feel at ease and increase sales for your auto repair shop. This article will cover seven secrets to selling automotive services that all auto repair businesses should try.

7 Secrets to Selling Automotive Services

These strategies have been known to increase sales and help auto services businesses grow. 

1. Put the Customer First

The most important thing to consider when selling automotive services is that you need to approach everything you do from the customer’s perspective. We’ll explain what we mean as we cover each of the tips below, but you must start with this priority in mind. 

Never put money ahead of the people you serve. Customers can intuitively understand whether you care for them and their vehicle or are just trying to make a quick buck. To build a long-lasting, successful auto business, you should focus on relationships first.

2. Educate Your Team 

Grow a reputation as an auto repair shop with the most knowledgeable people on staff. This includes the technicians who will be doing the work and your auto service advisors who will be interacting with the customers. Whether it is the ins and outs of routine maintenance or the details on how new technology works, your team should be educated in all aspects of the business.

Being known as the most knowledgeable and experienced car repair shop will quickly bring new customers to your business. But it will change your employees too. Education is empowering. It gives your team the confidence they need to do their job well, whether performing repairs or selling automotive services to customers. 

3. Educate Your Customers

Having a well-trained and knowledgeable team also helps you educate your customers. Why is this important? Because most customers today have very little knowledge about their vehicle’s needs and problems. All they know is that when the gas tank is full, and they put the key in the ignition, the car takes them where they need to go. 

Being able to explain the problems with a customer’s car, the rationale for maintenance, and what the technician found upon inspection are essential aspects of educating the customer. Here are some tips to follow:

  • Your staff should know the technical aspects but be able to explain them in layman’s terms that the customer will understand. 
  • Showing documentation such as vehicle inspection reports, printouts of industry recommendations, the car owner’s manual, etc., can boost credibility.
  • If applicable, you may also include visual proof by pointing out what is wrong with the vehicle, showing the broken or worn part, etc.
  • When a customer’s car is in your shop, you can keep them informed by sending text message updates, including images.
  • You can also ‘plant seeds’ for later by letting customers know what maintenance items will be needed at the next service visit or in the next year (and why!) so they can fit it into their budget.

4. Inspect Every Vehicle

Doing a courtesy check of every vehicle that comes into your shop can help you increase the revenue of your business. The inspection can reveal problems that can be fixed before they cause the vehicle to break down and can identify maintenance that should be scheduled soon. It can also prevent the dreaded question, “Why didn’t you find that problem the last time my car was in your shop?”

Vehicle inspections are about customer relationships too. They are an important way to signify that you care about customers and their cars. That extra TLC you offer can keep them safe and also expand the life of their vehicle. In many cases, inspections reveal future maintenance needs, keeping the customer informed and helping them budget. 

5. Emphasize the Positive

When your auto service advisor speaks to customers, they can set the tone for the conversation. Is it going to be negative, focusing on what is wrong and the costs? Or can you find a way to make it positive? 

When selling automotive services, it’s good to start your presentation by letting customers know you have great news. This will immediately put customers at ease. The great news can be that you identified the problem, that it’s something minor (versus something major), that it’s a quick fix or something else that emphasizes the positive.

In keeping a positive tone, you can also emphasize the key benefits of the service that they will be getting. Will it maximize their fuel economy? Protect the value of their vehicle? Expand its life? Help them avoid costly repairs down the road? Make a list of every popular maintenance service you offer at your shop, create a list of benefits, and make sure everyone on your team (especially those who interact with customers) knows and can recite these benefits.

6. Schedule the Next Appointment

Instead of waiting for the customer to call for their next appointment, you may consider scheduling the next appointment right before the customer leaves your shop. By following the tips on this list to demonstrate your expertise, keep them educated, and maintain a positive tone, they should feel comfortable with you now, making it easier for them to say yes. If you’ve conducted an inspection, you should know precisely what the next step is: a routine oil change, a repair, a maintenance item, etc.

7. Build Loyalty

As we mentioned in a previous blog post, building customer loyalty is vital for auto service businesses. Customer loyalty means: 

  • Repeat business
  • More referrals
  • Deeper relationships
  • More sales

Follow tip #6 above and schedule the next appointment right away to keep customers coming back. You can stay in contact with customers between appointments via direct mail, email, phone, and text, including rewarding them with discounts and coupons. You may also consider starting your own loyalty program.

Final Thoughts on Selling Automotive Services

The key to selling automotive services is keeping your customers happy. Customers want to feel confident that the auto service team is knowledgeable and experienced. They want to understand the process and make informed, educated decisions. They need to feel that you have their and their car’s best interests at heart. 

In the end, the secret to selling automotive services isn’t so secret after all. If you can offer stellar customer service and a positive customer experience, then loyalty and sales are sure to follow. For more information about our popular car dealership phone system, please reach out to us.