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.