Fixed Ops Magazine - 2020 Vol17 06 - 22

TURNING PASSIVE CUSTOMERS
INTO PROACTIVE SHOPPERS

tomers sitting in your Service Department are passive;

Your service customers see it as a given that you will

ford from your predetermined list.

that is, they're going to wait and see what options you

attempt to upsell them at some point. Whether it is
additional recommended maintenance on their vehicle
or a chance to upgrade to a newer model, customers
are expecting to be sold and have their guard up.
This happens for a few reasons. For one, your customers generally feel vulnerable while you have their vehicle in your possession. It is easy to forget that we need
to see this from the customer's perspective since the
vast majority of customers know next to nothing about
what maintenance their vehicles need. It is best to avoid

present them and choose what they think they can af-

Something amazing happens when customers interface with a self-service kiosk. They go from being passive recipients of your sales offers to being proactive
shoppers.
Why? Two reasons: 
1.	Looking over the available options at their own
pace, without a technician or service advisor selling
them, creates a sense of empowerment. 

putting them in a defensive mindset from the moment
they set foot in your service department. Nobody wants to feel taken
advantage of.
Here's another way of putting it:

They go from being
passive recipients
of your sales

From the perspective of buying and

offers to being

selling goods and services, the cus-

proactive shoppers.

22

2.	Since some of customers are
predisposed to not fully trust dealership employees, giving them the
option to engage with a device
provides an element of transparency and helps eliminate their defensive mindset.



Fixed Ops Magazine - 2020 Vol17 06

Table of Contents for the Digital Edition of Fixed Ops Magazine - 2020 Vol17 06

Fixed Ops Magazine - 2020 Vol17 06 - 1
Fixed Ops Magazine - 2020 Vol17 06 - 2
Fixed Ops Magazine - 2020 Vol17 06 - 3
Fixed Ops Magazine - 2020 Vol17 06 - 4
Fixed Ops Magazine - 2020 Vol17 06 - 5
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Fixed Ops Magazine - 2020 Vol17 06 - 36
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Fixed Ops Magazine - 2020 Vol17 06 - 49
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Fixed Ops Magazine - 2020 Vol17 06 - 57
Fixed Ops Magazine - 2020 Vol17 06 - 58
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Fixed Ops Magazine - 2020 Vol17 06 - 61
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Fixed Ops Magazine - 2020 Vol17 06 - 66
Fixed Ops Magazine - 2020 Vol17 06 - 67
Fixed Ops Magazine - 2020 Vol17 06 - 68
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