Fixed Ops Magazine - 2023 Vol20 01 - 30

like slush and water so they need to
be cleaned and lubricated to move
properly and not bind or stick. This
maximizes the life of pads and rotors,
and more importantly, makes
the vehicle safer.
I recommend creating a " What &
Why " document for service employees.
The " What " column should list
your most common services. The
" Why " column should detail why the
service is important for the customer
in language the customer can understand;
no industry jargon. Employees
shouldn't share this document
with customers, but rather use it as
a cheat sheet to guide conversations.
objections should be
taken as a request to
clarify or provide
additional information
as customer and
employee work
together to ensure
a safe and
protected vehicle
HANDLING CUSTOMER OBJECTIONS
Customer objections are a part of doing business. The
problem is when employees view them as negative and
become defensive or apologetic. Both of these erode
trust and call your shop's integrity into question. Instead,
objections should be taken as a request to clarify or provide
additional information as customer and employee
30
work together to ensure a safe and
protected vehicle.
Let's look at an example. The most
prevalent objection is that the price
of services is too high. Never apologize,
always support why! An employee
should say: " What makes you
say that? Have you seen this service
with factory components advertised
for less? " If the customer says " Yes, "
the employee should find out what
was offered, who offered it, and the
amount. Then follow up with service
management.
If the customer says " No, " the employee
demonstrates the value. For
example: " As you can appreciate, we
only use factory parts. What that means to you is that
our parts are designed and manufactured to manufacturer
specifications. They also carry a mileage warranty
for both parts and labor, which is good at any of
the manufacturer's dealerships in the country. Inferior
parts on your vehicle may save you a few dollars, but
they will not be as safe nor carry the warranty. "

Fixed Ops Magazine - 2023 Vol20 01

Table of Contents for the Digital Edition of Fixed Ops Magazine - 2023 Vol20 01

Fixed Ops Magazine - 2023 Vol20 01 - 1
Fixed Ops Magazine - 2023 Vol20 01 - 2
Fixed Ops Magazine - 2023 Vol20 01 - 3
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