Explaining vehicle repairs doesn’t have to be complicated. On the latest episode of Loyalty-Based Sales Strategies, host Jen Suzuki, Founder and President of eDealer Solution, offers service advisors a simple, straightforward, proven way to secure approvals while improving the customer experience. At the heart of her method is a straightforward formula called Job-Risk-Reward (J-R-R).
According to Suzuki, she developed the approach in her dealership’s sales department, initially for phone conversations with customers. The goal was to convey the value of services efficiently while fostering trust and ensuring the customer understood what they were paying for. Over time, the formula was adapted for service departments to help advisors explain needed repairs, address potential risks, and highlight the benefits of timely action.
Job-Risk-Reward Formula:
- Job: Explain the work that needs to be done.
- Risk: Describe the consequences of delaying or ignoring the work.
- Reward: Highlight the benefits of taking action now, including safety, performance, and peace of mind.
Suzuki said that pairing this formula with visuals, such as photos or videos of worn brake pads or tires, enhances clarity and builds trust. “When you show them instead of just telling, you remove skepticism. You create clarity,” she said. The approach positions advisors as knowledgeable guides rather than pushy salespeople, empowering customers to make smart decisions.
"Your goal here is to make that customer feel like they're in control, saying things like, here's what we found, and here's what I recommend. The choice is yours, but here's the impact either way. Avoiding phrases that feel like we're pressuring them or we're guilting them, like delete, delete. Position yourself as the expert guide, not the pushy seller."
Real-world examples
To illustrate how the Job-Risk-Reward formula works in practice, Suzuki provides real-world examples advisors can use with customers:
- Brake Pads: Advisors explain that worn pads increase stopping distance (Risk) but replacing them ensures family safety and prevents rotor damage (Reward).
- Tires: Uneven tire wear (Job) could lead to blowouts or delays (Risk), while replacing them improves traction and avoids costly repairs (Reward).
Implementation and reinforcement
Suzuki encourages dealership teams to practice the formula regularly, turning it into a fun learning game. Advisors can run through examples such as engine maintenance or oil changes, reinforcing the Job-Risk-Reward process. Tracking approvals and providing feedback helps staff see that the method works, increasing confidence and consistency in customer conversations.
She notes that this is about consistently connecting with customers, building trust, and demonstrating value. Her method not only drives approvals but also strengthens loyalty and customer satisfaction, key metrics for any dealership.
