When you quote a high repair cost to a customer on the phone and they say, “That’s expensive,” or worse, “That’s too expensive,” I’ve read several times that a reply to that is to ask the customer: “Compared to what?” The idea is to get them to explain how they determined it’s expensive or too expensive.

When a Good Question Goes Wrong

This approach makes sense on paper because the customer probably doesn’t know the extent of the diagnosis or repair, so they can’t reasonably determine that it’s too expensive. However, the question will likely only irritate the service advisor because the customer is questioning the technician’s analysis of the problem and solution. And since a customer can rarely come up with a good answer to what it’s compared to, the back-and-forth does little to expedite the process of getting a customer to authorize a repair. In fact, it may even be a step in the wrong direction. Instead, repair shops should take a more psychological approach to customer communication, recognizing and addressing the concerns that influence how customers respond to a recommended repair.

It’s true that sometimes customers just say things without really thinking. Or they have a knee-jerk response. In the above case, maybe they weren’t ready for that amount so they just blurted that out. Or that amount wasn’t in their budget. Or the one that I believe advisers think is the main reason: Maybe it’s a negotiating technique to get you to lower the cost.

With that in mind, it may feel good to reply in that way to a customer, as if you’re gaining the upper hand. But like the saying goes, you may win the battle but lose the war. Why? Because they can’t come up with a good answer to “compared to what?” that doesn’t sound stupid. And I’ll bet that you can’t come up with a good answer either, even though you have plenty of time to come up with one unlike the two or three seconds a customer has. So you’re throwing the customer under the bus, and they have no way out. And after that, you expect them to say “yes” to the repair, come back for future repairs, and refer people? Fat chance.

It’s Time to Catch Up

I suggest considering the modern era of human psychology, and more currently—neuroscience (the science of how the brain works). Many of the things that advisors say today go against human psychology. You may think psychology is just for the “school crowd.” But how many years ago were computers not part of car repair? It’s past time to catch up.

This whole service advisor “game” should incorporate psychology. If not, you’re going to be left behind. It would be similar to closing your mind to AI today.

The Brain Is Predicting What Comes Next

One of the shifts in modern neuroscience is the discovery that the brain is a prediction machine. Our brain doesn’t just sit back and record the world around us like a video camera. Instead, it uses our past experiences to constantly guess what is about to happen next. It’s kind of an energy saver for the brain. That is, our current emotions and reactions are heavily built out of our past expectations.

In a customer’s case, their “prediction” could be a memory (or story) of getting ripped off in the past at an auto repair shop. Those customers are on high alert. It’s got nothing to do with you, but you should be aware of it and use as much psychology and neuroscience as you can to help overcome that expectation.

Give Customers Back Some Control

Another psychological aspect to consider is trying to sell a customer on all of the recommendations on a DVI. This is essentially taking away their control, and since most people need control in their lives—particularly regarding their finances—and the chances are high that their decisions won’t land in your favor.

Trying to pile on the benefits, value, and safety, can now feel like you’re trying to “sell” them on the repairs they need. Everybody likes to buy, but nobody likes to be sold.

Customers aren’t afraid of a repair bill. They’re afraid of making the wrong decision. And no one wants to make a decision in a crummy frame of mind. They’re anxious as they wait for your call back, they’re not certain they understand the repair, and they’re stressed about the expense.

Your job is not to explain more. It’s to reduce their uncertainty, anxiety, and stress. So stop with the blunt: “This is what your car needs, and this is what it’s going to cost.” You’re not dealing with a car, you’re dealing with a human. Take the extra time to deal with the person, by way of human psychology. When you understand what is happening on the other side of the conversation, you can stop trying to win the sale and start helping the customer feel confident about the decision. That’s not just better psychology—it’s better customer service.