Chris Collins argues service advisors shouldn't be trained as closers. Service work like alignments and brake jobs is intangible and sold on emotion and prevention, so aggressive closing tactics damage customer retention. Trust and rapport make selling easier.
I know a lot of training out there for service advisors. Talks about advisors or closers and how to close. That's the worst thing you can teach your advisors is how to close. If you've ever written service and you really understand it like I do, the truth of the matter is if you ask a customer three or five times to buy something, they're never coming back. And with retention being as important as it is in our industry, the key for advisors selling in the service drive is building rapport and trust. The difference between selling a customer a car or a suit or a TV is when they buy those items, they have something they can actually hold. But in the service department, you're selling something that's intangible, that doesn't really ever hit all of their senses when they buy an alignment or a brake job. Oftentimes they never even see the brake pads or any difference in their car. They're buying it out of emotion and out of wanting to prevent something in the future. So it's very important that they trust us and believe in us more than we try to close them or sell them. So it's really important that your service advisors understand that selling is all about trust and rapport and that the customers trust us. Selling is the easiest part of the whole transaction. This is Chris Collins with your service drive. Tip of the day. Thank you.
