Why Your Advisor's Sales Presentation is Failing! (Service Drive Revolution)

Now we're going to do the top five mistakes that advisors make in sales. Presentations that cost them sales. This is. This is what's costing you a sale. You did all the work. You got to this point. You're presenting additional work that is needed and the customer does not do it because of, number one, the parts department.

How did I know you were gonna guess? Number one?

Just a joke. Just a joke, Jeremy. All week, two shows a day and a matinee on Sunday.

Number one is they are not prepared for the presentation, so they simply pick up the phone and they wing it. So what are some of the things that we should do to be prepared for the presentation?

Get dressed.

Get dressed? Yes. Have your shirt on. One of the things I gotta wake up to.

Get up. Wow. You're gonna put your shoes on to move.

Well, no. Let's help our listeners and our viewers out with how do they prepare for a sales presentation? What do we mean? Number one is this. You've got to have the customer's primary concern dealt with and make sure that you address that immediately before you go into any other additional concerns or what average advisors call recommendations. I absolutely hate that word. Recommendations. Just not a good word to use. But you got to deal with the customer's primary concern and then have your complete presentation prepared and ready to go. I'm also talking dollars and cents, so I like to go into every presentation with an a, B and a C game plan with total dollars ready to go. So I know the numbers. I've got different options for the client, and I have my numbers so they can make a decision right away without punching the calculator.

So your ABC decision is what has to be addressed, what needs, what has to be addressed, and additional stuff. That would be a good idea. And then C is just everything. Take care of all of it.

It's kind of flip it backwards. A, as they fix everything. B is they fix their primary concern and any safety concerns. And then C is they only fix what they came in for. Okay, so that's basically. Absolutely. Yep. We have that all in our. Our new on demand product that we created together.

So it's all selling like crazy.

It is awesome. Number two.

I don't know. I can't quite see this one.

Do you want glasses?

I do, yeah. Can I borrow?

They're kind of dirty. Are they?

Oh. Oh, there it is. Number two, they are. They're not focused. So what do I mean by that? They're not focused.

They're not focused on their job, the customer, the outcome. They're distracted.

Yes. So think of this. When you're on the phone or making that presentation, there should be nothing else around you that interrupts you. You've got to be 100%. All of your energy, all your passion, everything that you do needs to be put into that presentation. And you've got to lock yourself off from the outside world. Do not let interruptions come in.

You gotta be a pro.

Absolutely. It's the time to listen. Right. We gotta listen to the customer clues. If you get a red light, you've got to stop and deal with that objection before you move forward. So make sure that you're focused before you move into your presentation. Be ready to go. Number three.

T versus R. Transactional versus relationship. So have you ever dealt with anybody where it's just been like a transaction and you could tell they didn't care about you at all?

Oh, yeah.

Okay.

So like.

The dmv.

Good one. Yes.

Tsa, absolutely. A lot of advisors, the way they treat customers is worse than tsa.

Well, some of the TSA agents try to get relational with you where they search you out, I guess.

Yeah. Touching your crotch and all that.

That's just a train.

Yeah, but it's the wrong kind.

It is the wrong.

I've never had it. I've never had a TSA person so much as just ask me how my day is.

Right.

Nothing. You could care less.

Absolutely. So we want to move from transactional move into relationship. And remember, there's a person behind the car. You know, we talked about this on our last podcast, which was for the technicians to understand there's a person behind the car. It's not just a vehicle. And it's the same thing here. There are long term financial consequences with the decision the customer has to make today. And if you view it as a transaction, sometimes you're only focused on your spiff, your commission, or you know, what you're going to make off of the ticket. That stuff doesn't matter. What matters is the person that you're dealing with is. And how can you turn them into a lifelong key thrower for you to build your trust fund? Right. That's what it's all about. So we've got to focus on the relationship and understand the decision that you're helping your client make today has financial consequences long term. And you've got to be there for them and help them with that relationship.

Yeah, it's really good.

Number four is the parts department.

Poor parts department.

You're going to like this one. Number four is they didn't pet the dog.

Yeah.

Now, so when I talk about petting the dog, understand that the majority of your sales, over 80% of what leads a customer to. Yes. Is what you do at the drop when the customer brings the vehicle in. They're judging you on that FaceTime, whether you genuinely care about them or not, or whether you. I had a service advisor the other day tell me that every customer is cattle. Cattle. They're there to feed the business.

Was every customer's cattle.

Yeah. Customers don't want to be treated that way. They're going to be able to tell. Right. So when we talk about petting the dog, there's a specific strategy to building that relationship and creating that lifelong customer experience for that customer. So what are some of the things that we should do when we pet the dog? What's the number one thing that we want to do to set up our presentation? What can we fail at by not managing what expectation?

So I, I think that one is, it's connecting with the customer on a personal level. And second is you got to plant the seed for later on that you're going to do the inspection. Because if you don't plant the seed that you're going to do the inspection. A lot of times you call the customer and they're like, I didn't ask you to look at that. What, what's going on?

Why'd you have my wheels? I didn't ask you to check my brakes. Absolutely.

But if you start off that presentation with, hey, so my. So my technician checked it out and found some things that should be addressed. Right. So then you're the good. You're the. You're the hero.

Yeah. But you frame it early in the conversation before there's any sales pressure on. Look, every customer understands when they get that phone call an hour or two hours, or for some service departments, four weeks later, after the car's been there, they know that that's the sales pitch. Now, what happens when human beings feel like they're being sold? Your guard goes up.

Right, Right.

So it's the same thing. So we're going to frame it by petting the dog, building the relationship, but also letting the client know that we are going to do our inspection. Here's why. And now we have a client that's open to our offer when it's time for the presentation. So you've got to pet the dog. And if you haven't seen that video, go watch it. It is absolutely cartoon life changing. It's be to going great. Thanks for doing that. It's been awesome. Number five, drum roll, please.

Parts department.

Sorry, parts. I have a. One of the best parts. One of the best parts managers I ever worked with was Brian Luke, and the guy was just a rock star. So, Brian, I'm sorry that we're picking on the parts department, but it's all good.

So fun.

Oh, you are absolutely gonna love, love this one. Number five is they do not have a sales coach.

So how many service providers have a sales coach out there? What do you think the percentage is?

I don't know, 5%. I'm just thinking of the market share we have.

Lower than that.

Lower. Yeah, probably.

So I remember one of the very.

It's not a lot.

No, it's not. One of the very first classes that I ever did was. Was back in 2007, dating myself now. And I remember out of that class there was two guys, Jim and Mike. And Jim, Mike and myself. We stayed in constant contact for probably 10 years where we would talk to each other each week. And we had this little support group that we built. And obviously I was their sales coach. But that relationship lasted so much longer, and it helped us because their shop would have different specialties in my shop. And it was just nice to have that network to support myself and help myself grow and then push myself as well. So what are some of the things you think having a sales coach would help a service advisor out in, Especially with their position?

It's going to go the whole gamut. Right. Because I'm just thinking about myself, like. So the first one is mindset and tools. The second one is role playing. In practice, a lot of advisors don't have any tools, and they're practicing every day on live customers.

Oh, that's the most expensive form of practice we could do. Right?

It's a waste.

It is, absolutely.

So you're going into the game practicing during the game. So I think the thing that you learn from having coaches and training is tools, mindset, different approaches, different things to say, timing, that sort of thing. And then. Yeah. Role playing and. Shut up. Like, that's the biggest thing when. When I'm coaching advisors. And I think you would say the same thing. Shut up. Most advisors talk people out of it.

Yes, they do. Absolutely.

You just sound like you're, you know, you're nervous. The other thing is, is I think a lot of advisors see the sale through their wallet. And having a coach helps you understand that you're selling value, you're providing a service, something you should feel good about and not, you know, just because you drive a car that if you replace the. If you did an oil change on it, it doubled the value of the car. Doesn't mean that that's how the customers feel. You're keeping them, you know, you're keeping them safe as they're driving their family around, getting to work, school, that sort of thing. So, yeah, that's what I think. I always, like, I used to role play with anybody.

Absolutely. My technicians wouldn't let me talk to him after a certain bit like, nope, I gotta work. You go practice somewhere else. You know, but it does help. So I think having a sales coach is absolutely confident too.

Like, then you have confidence. If you're practicing on customers, you have no confidence. Then you don't sell. Then you lose your confidence even more. Yeah, Like, I remember practicing gave me confidence. Like, then when I was with the customer, I was in control. I wasn't like, you know, it's a.

Hard business because, I mean, let's face it, customers are more savvy today. They're going to challenge your pricing. You've got to be razor sharp in your skills. So when you do get that presentation, you can fully disclose everything that the car needs and help the customer make a good decision. What would happen if the customer said yes to everything? The shop couldn't handle the work. We'd say there's so much work out there.

Yeah.

That if we can just help you improve 20 to 30%, it's a huge return on investment. So definitely get a sales coach. And if you need help with that, you can check out our website@kriscollinsinc.com.

It'S good stuff, man. I like that list. Great job.

So the top five mistakes that service advisors make in their sales presentation are. Number one, parts department number two, parts department number three, parts department number number four.

You need a sales coach.

Number four, you need a sales coach. Absolutely.

Thank you so much for watching this clip of Service Drive Revolution. Now you can catch the full episode on YouTube, iTunes or Spotify or wherever you consume your podcast. If you have any questions, go ahead and post them in the comments below. Make sure you subscribe and hit the bell icon so you're notified when we post new episodes. I'm Chris Collins and you can find me on Facebook and Instagram at Chris Bulldog Collins. And I'll see you again on the next episode.