Savvy sales professionals appreciate and practice the art of creating a positive first impression, which can go a long way toward making that initial mark on a sales prospect.
A true professional makes the most of it because he or she realizes there’s only one opportunity to make an impact that’ll count on the bottom line.
Some tire dealers and service shop operators I’ve met insist that the automotive service business is uniquely different from other sales scenarios. Basically, they insist that this alleged uniqueness excuses them from practicing proven techniques that savvy salespeople use in other markets.
Perhaps it’s no surprise the bosses who claim this “special status” most fervently also gripe that they can’t keep their service bays busy. In an era of cutthroat competition, they’re searching for the proverbial silver bullet or magic wand that will draw hordes of motorists into their service departments.
Meantime, an impartial observer would very likely conclude that neither the owner nor the business make a positive first impression — period.
In reality, these owners and managers find it easier to denigrate successful techniques than to emulate them. Of course, copying those techniques takes work and guts — and accepting the challenge to improve and grow.
Let’s return to the concept of making a solid first impression. During my travels, I’ve been fortunate to observe, interview and work with owners and managers of some mighty impressive auto service facilities. Each of these men and women had earned at least 25 years of prosperity — fighting tough competition, too. They had culled a clientele that faithfully purchased value instead of searching for the lowest price.
I’ve noticed a common thread, a common philosophy among these bosses. They all realized the need to advance themselves beyond the stereotype of a dirty, foreboding kind of auto service facility.
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Author: Digital Dealer
Digital Dealer exists to help dealers and their managers sell more vehicles more profitably by creating the best live events and media in the industry.