Sales and the Confidence of Selling Quality

By Brian Canning

There is no doubt that a con­fi­dent sales­per­son is a suc­cess­ful sales­per­son. Hav­ing con­fi­dence in the qual­i­ty of the parts and there­by the ser­vices we pro­vide, is a key to our sell­ing suc­cess.

Installing qual­i­ty parts, from qual­i­ty parts sup­pli­ers is a key to build­ing our sell­ing con­fi­dence. If we are con­fi­dent in what we are sell­ing, our cus­tomers are much more con­fi­dent in their buy­ing.

In the auto­mo­tive repair indus­try, we tend to be hyper sen­si­tive to price, though the fun­ny thing in this is that our cus­tomers are far less con­cerned about price than we are. Cus­tomers want val­ue for the dol­lars they spend. But in sur­vey after sur­vey our cus­tomers list qual­i­ty, con­ve­nience, reli­a­bil­i­ty and sup­port after the sale as being much more impor­tant than price, though for some rea­son we tend to go to mar­ket stress­ing price over these oth­er fac­tors. It would seem that cus­tomers are more than smart enough to know and under­stand the dif­fer­ence between price and val­ue, though many of us in the indus­try are seem­ing­ly much slow­er in the uptake.

Qual­i­ty parts and qual­i­ty ser­vices have a val­ue far beyond our being the cheap­est guy in town. That buy­ing con­fi­dence is dri­ven by a fair price for the supe­ri­or parts and ser­vices we pro­vide. That con­fi­dence and our actions after the sale will have our cus­tomers com­ing back again and again.

Being a shop that has high­ly capa­ble tech­ni­cians, that installs qual­i­ty parts and stands behind the repairs and ser­vices per­formed, is a shop that will enjoy very high reten­tion rates as well as con­sis­tent­ly high cus­tomer sat­is­fac­tion. The qual­i­ty of the ser­vice expe­ri­ence across all indus­tries is very poor in the US and cus­tomers know and appre­ci­ate qual­i­ty. This is par­tic­u­lar­ly true of the auto­mo­tive repair indus­try.

Price is what you pay, val­ue is what you get. The val­ue that comes from installing qual­i­ty parts speaks to the peace of mind of our cus­tomers by assur­ing that their car is safe and reli­able. The val­ue in installing qual­i­ty parts has noth­ing to do with price but every­thing to do with our will­ing­ness to stand behind the repairs and ser­vices we pro­vide.

There is a con­fi­dence that goes with qual­i­ty. How con­fi­dent are you in the parts that you are installing on your cus­tomers cars? Would you install them on your own car? If not, maybe those reser­va­tions are show­ing up in your sales pre­sen­ta­tion.

Bri­an Can­ning is 30 year vet­er­an of the auto­mo­tive repair indus­try who recent­ly moved to the fed­er­al sec­tor as a busi­ness ana­lyst, writ­ing for SearchAuoParts.com. Read the here.

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