Before you Invest a dime on advertising...

[Joe Marconi]

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[CAR_AutoReports]

On 2/2/2020 at 12:22 PM, Joe Marconi said:

the upsell,

As long as everyone keeps viewing it as a sell, the harder it is to break old habits and inspire new culture.

[newport5]

I agree with above: it's not "a sell." (and certainly not an upsell - it either needs it or it doesn't)

The service ADVISOR educates the customer about the needed repair or maintenance. If you built up trust, they will say yes - or reschedule.

How can they say no? You aren't "selling" anything. They can't say not to the idea of repair, because it needs it (you're the expert). And your advice is coming from a trusted friend, you, the advisor. And everyone knows you have to make a profit -- just like their company.

They can say no to doing it now, for several reasons: they don't care enough about maintaining their car, they are cheap, or they really can't afford it now. Oh, the go-to, "I'm selling the car." (That's when I tell them, "OK, don't do that, but do this, this and this, to get more for your car or make it easier to sell.")

Re "trusted" advisor, the trade magazines don't tell you how, they just say do it.

And the same goes for the "amazing customer service" or the "exceed/shatter expectations."  The trade magazine just say do it.  Maybe you're supposed to hire the writer and their company to teach you. (And how do you shatter expectations the next time?)

Future article coming on the "how."

[CAR_AutoReports]

2 hours ago, newport5 said:

I agree with above: it's not "a sell." (and certainly not an upsell - it either needs it or it doesn't)

The service ADVISOR educates the customer about the needed repair or maintenance. If you built up trust, they will say yes - or reschedule.

How can they say no? You aren't "selling" anything. They can't say not to the idea of repair, because it needs it (you're the expert). And your advice is coming from a trusted friend, you, the advisor. And everyone knows you have to make a profit -- just like their company.

They can say no to doing it now, for several reasons: they don't care enough about maintaining their car, they are cheap, or they really can't afford it now. Oh, the go-to, "I'm selling the car." (That's when I tell them, "OK, don't do that, but do this, this and this, to get more for your car or make it easier to sell.")

Re "trusted" advisor, the trade magazines don't tell you how, they just say do it.

And the same goes for the "amazing customer service" or the "exceed/shatter expectations."  The trade magazine just say do it.  Maybe you're supposed to hire the writer and their company to teach you. (And how do you shatter expectations the next time?)

Future article coming on the "how."

I've been able to sum it up to this:

 

If it were someone you cared about, how would you handle this?

 

This puts you in an advisor mentality, or maybe even friend.  As those lines blur at times.  As a friend, if you're just telling them what the facts are, you can't ever go wrong.

[Transmission Repair]

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[Joe Marconi]

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