Putting Yourself in the Customer’s Shoes


Your Service department is more successful when it puts itself in the customer’s shoes. What does that mean? David explains on today’s Tip of the Day on CBT News.


All right. It’s time for our tip of the day, and it comes today from David Lewis of David Lewis and Associates. Take a look.

You know, one area that makes a service department successful is being able to understand the customer. But what really makes us successful is when we can put ourselves in the customer’s shoes. So with that being said, let’s assume that most customers have zero knowledge of the workings of a car. Let’s also assume that most customers believe that we would sell them the Brooklyn Bridge if they thought they would buy it. So why would we ever sell the customer anything that did not make 100% logical sense for them to purchase? Let me give you an example of what I mean. A customer comes in for an oil change and tire rotation. During the multi-point inspection, the technician determines the customer needs front and rear brake pads.

Well, most advisors would just walk out to the customer lounge and try to sell them the brake job. If the customer gets confused, does not feel like they need the brake job, or truly has a trust issue, then the brake job will not be sold. So my advice is this, is take the customer back to their car, and in layman’s terms explain how their braking system works. Showing them the wear and tear of their existing brake pads, and then what a new set of brake pads look like. In essence, let them see and understand why they need this, and your odds of selling this repair are greatly increased. Give it a try. I think you’ll be pleased with the results.

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