can embrace objections as a way to educate your customers and an opportunity to build value as a trusted vehicle consultant. Start by addressing customer pricing concerns head on. Put transparent pricing on your website so customers can't immediately assume your shop is more expensive. Audit the independent shops in your area and note price differentials. Prepare your team so they can explain to customers why your shop may charge more for certain services. For instance, you have direct access to the quality benefits of OEM-certified technicians or you offer service guarantees. THE " WHAT " AND THE " WHY " Building value in the service drive requires employees to fully understand recommended services and why Building value in the service drive requires employees to fully understand recommended services and why they are important for the CUSTOMER, not for the dealership. they are important for the CUSTOMER, not for the dealership. It's always smart to emphasize how needed services will make a vehicle safer for the driver and passengers and/or protect the customer's investment. Let's look at an example. A multipoint inspection reveals a customer's need for a tire rotation. The employee should explain that rotating tires ensures a more even pattern and wear as well as helping promote longer tire life which saves money. The employee then backs-up the recommendation with images of the customers' tires and points out the wear and tear. In this example, a natural progression is to then recommend front and rear brake service since combining the two saves time and money. The employee should explain that brakes are exposed to outside elements JANUARY FEBRUARY 2023 || FIXED OPS MAGAZINE 29