Damian talks about shifting your perspective from selling parts and service to selling safety and security.
Tactical Tips Episode #2 Transcript
BRAD: All right, Driving Sales. Excited to have my good friend and mentor Damian Boudreaux with us. From “How to Sell 100 Cars a Month”. What’s the other one you got there, Damian, hold it up, “Keep it Simple Selling”. Damian’s a great friend of mine and a mentor and, notoriously, I guess, a sales trainer, but he’s here to shed some light on some service stuff for us today.
DAMIAN: Yeah, hi everybody. So, for those who don’t know, I started off in service changing oil, and I promise you, my career was always connected to service. And in working with service advisors, one of the challenges that service advisors have is they go, “I hate selling. I don’t want to be a salesman. Those guys are yucky, they’re disgusting.” You know what they tell the customers, and you just don’t want to have that same energy that a lot of those people up there have. Right? So what is your job? Your job is not to sell. If you have that yuckiness about selling, then quit selling and start making it to where – here’s what you do. Your first job when somebody comes on a lot is to make them feel welcome, make them feel they’re in the right space. Understanding they might be frustrated, or unhappy, or uncertain or scared or not wanting to spend any money, right? Understand where they are, get their picture, ask them questions, figure out where they’re at. But your job is not to sell them anything. Your job is to put them in a position of certainty and safety and security so that they know when they drive off of the service lane that their granddaughter could drive that car. Their mom, she could drive that car. The wife, she could be safe on the highway in that car. That’s because you made sure that when you did the yellow, green, red sheet, your job is to say these are red – we want these to be safe for you. This is causing you to have safety issues, security issues, and certainty issues with the vehicle. So that’s why we want these. These yellows, they could come up later, we could take care of them now, or we can do them later. It’s gonna come up, but they’re okay right now. And the greens, and we go through all the greens because we want to show them everything good. We want to let people know where they are, right. We tend to think we have no time. But if you just take a breath and spend the 3-5 minutes with them on that yellow, green, red sheet and don’t even take that long, right, you just have the ability to have more clarity with them, and it builds the relationship so that they know you are going to take care of them. Quit selling windshield wipers. Start creating safety and certainty and security and making them feel like, “man, every time I leave there I feel better about my car.” Clean the engine, make it feel clean. You want them to feel better about the vehicle when they leave than when they came in. That’s the key to being an incredible service advisor, keeping those relationships for life. If you had one goal, it’s that 3 years in the business, 4 years in the business, you just had a line of people waiting up who all were going to give you a hug because you were theirs, they belong to you, and you took care of them. And they didn’t feel safe with nobody else. That’s your job.