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 that a valid reply is to ask, “Compared to what?” This effort to get them to try to explain why it is expensive or too expensive makes sense on paper. But the customer probably doesn’t know the scope of the diagnosis, what the repair entails, or the cost of the parts, so how can they determine why it’s too expensive? Since a customer can rarely come up with an answer, the logic is that it must not be very expensive.

However, upon closer inspection, this service advisor tactic is actually counterproductive and a step in the wrong direction. Although it seems to make sense, it certainly doesn’t from a psychological perspective. And to me, repair shops are way behind when it comes to applying psychology when dealing with customers.

Sometimes customers just say things without really thinking, like a knee-jerk response. In the above case, maybe they weren’t ready for the amount they were given, so they just blurted out the first thing that came to mind. Or that amount wasn’t in their budget. Or the one that I believe advisers think is the main reason: that it’s a negotiating technique to get you to lower the cost. 
Although it may be tempting to say something like, “As if you’re gaining the upper hand,” I strongly encourage you to resist the temptation. Essentially, you’ll win the battle, but you won’t win the war. Why? Because most customers can’t come up with a good answer to “compared to what” that doesn’t sound stupid. In fact, I’ll bet that you can’t come up with a good answer either, and you’ve had plenty of time to come up with one unlike the two or three seconds a customer has. So, really, what you’re doing is throwing the customer under the bus, and they have no way out. After that, do you actually expect the customer to say yes to the repair, return for future repairs, and refer other people? Fat chance.

Understand the Prediction

In the era of human psychology, neuroscience is the science of how the brain works. 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. So in the case of a customer, 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. Although it’s got nothing to do with you, you should be aware of it and use as much psychology and neuroscience as you can to deflect that prediction or expectation.

There are other psychological aspects to consider when it comes to auto repair sales as well. For instance, if you try to sell a customer on everything on a DVI, you’re taking away their control. People need control in their lives, especially regarding their finances. Instead of trying to sell them on the repairs they need, pile on the benefits, value, and safety associated with those repairs. Everybody likes to buy but nobody likes to be sold.

Reduce the Uncertainty

Customers aren't afraid of the repair bill. They're afraid of making the wrong decision. And who wants to make a decision in a crummy frame of mind? They’re anxious as they wait for your callback, 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 they can make the best decision for themselves and their car.

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 robot; you’re dealing with a human. Take the extra time to deal with the person, by way of human psychology.