I work with phone scripts all day. The biggest thing as Joe commented is asking open-ended questions, then ask for the business. In the case of a high-end car owner, I'd also want to know where they bought their car. If they say, "Jim-Bob's Used Cars" then they bought it because it was a BMW and may have no idea what it takes to maintain that car and are definitely looking for the cheapest everything. If they say the BMW dealer, then they likely know what they have and probably want to make sure you know what to do to their BMW (e.g. service intervals, etc.). I've broken many a heart at the parts counter when it came time to replace the alternator on their beemer. They couldn't understand why it was so much more than their Chevrolet.
Typically, you want to lead off a phone customer with the cheapest thing first, but with something like an oil change I'd tell them straight out. "Mam, your oil change for that 2004 BMW X3 is going to be $59.99 plus tax and includes x qts of Synthetic oil and a synthetic filter, chassis lube, and a complimentary 5 point inspection (or whatever).... Mam, it's been our experience that BMW owners want the best for their cars so we offer the best up front. We don't cut corners and we don't play pricing games. We know what the dealer charges for this service and are happy to provide the same service for less." I'd let them decide whether they wanted the best for their cars or not. When they show up, perhaps offer a coupon or something to reward them and get them back in the shop for something you can make money on. You can bet, if they're the loyal customer type, they'll tell their friends about that reward, then light up your website/yelp/Facebook with compliments.
Just thinking out loud.
You're welcome! Hope you see double digit increases coming in the new year in customer growth!!
