Whether your style is competitive, educational, relationship-based, or even a little sharky, closing a sale is exciting. Sales happen every day to keep businesses afloat. But somewhere along the way, sales got a bad rap. I personally enjoy studying consumer behavior and how people use money. There is a fascinating psychology behind sales that goes beyond the transaction.

A lot of people think auto care is just the repair or maintenance you are trying to sell, but you aren’t selling anyone anything. You are offering people greater safety, helping extend the life of their vehicle, and giving them confidence they’ll make it to their next destination. You’re building long-lasting relationships with your guests and their vehicles. That’s an exciting adventure to go on with each person that visits you. Stop thinking of each interaction as just a sale and think about the incredible value you provide. You are providing safe, reliable solutions to someone’s real life problem. You are a hero.

When you have a guest’s car, perform a complete inspection, noting items that need attention now as well as those to monitor for the future. Be sure to also note what looks good so guests know where their vehicle is performing well. Chances are they rarely see underneath their vehicle or know exactly what to look for, so giving them a complete rundown isn’t about making a sale; it’s about making a professional connection with them. Too often, repair estimates are high because maintenance has been deferred, so be prepared to explain the findings and why they’re important—all while showcasing the value and benefits of having the repair completed by your technicians.  

After you’ve laid out the perfect repair plan, confidently ask for the job. For some reason, this is where many advisors stop. They beautifully explain what is needed and then let the customer walk off to make the decision solo. Don’t do that. That will result in a lower closing ratio. You must close the presentation of their needs with the utmost confidence because you have the solution. If you believe in what your technician is recommending, there should be zero hesitation in asking for approval. Anything less is a disservice to your guest, and disrespectful to your technicians’ skills and time. Be forthright about the repairs needed and the cost.

A confident sales close should be a priority as parts costs, commodities, and labor rates continue to rise. If you feel uncomfortable with multiple line-item tickets and higher price points, take time to practice those conversations. It may sound silly, but rehearsing the words out loud builds confidence in your voice. It also supports better conversational flow, so practice the art of closing sales conversationally, and it will make the process of approving work so much easier. If you are offering your guest educational conversation with supporting evidence, there is very little reason they should walk away without approving the work. People only buy what you tell them they need to buy, so be their expert and lead them all the way through the solution. Confidently.