Paying for car repairs is part of owning a car. But with all the difficult things your customers have to deal with in life—their mortgage, raising kids, paying for college or dental work, and taking a postponed vacation—a visit to your shop shouldn’t be one of them. Instead of adding to their burden, offer a sanctuary where they can offload one worry: vehicle maintenance.  

If you’re a customer-focused shop, the interaction should be a no-brainer after a customer’s third visit. They should be able to trust that you’re being fair when helping them navigate a potentially difficult situation. It should practically be a simple, “How much is it?” and not the beginning of a negotiation.

Be the Calm in the Storm

So, how do you get to that point of being a sanctuary, or safe island? Make your service advisor feel like the calm in the storm. Have them start by offering a comforting tone of voice and showing some empathy. Have them talk to customers about their lives instead of just car repairs. This makes them feel more like a friend rather than a service advisor who simply obtains repair authorizations. They’re the person who takes one problem off the customer’s plate. This makes for a bigger and better customer experience.

Your shop should be a place of certainty in an uncertain world. Customers can’t control everything that happens in their lives. But when they bring their car to you, they should believe: “These people will tell me the truth, take care of my car, respect my money, and help me make the right decision.”

A regular customer recommended us to a friend whose husband died suddenly. She had never really dealt with their car maintenance issues and when the check engine light came on, she was apprehensive to take it to the dealership where her husband had previously taken it. She didn’t trust them. After hearing from her friend about how well we treat our customers, the friend exclaimed: “Thank you. Finally, one less thing I have to worry about.”

Create a Place Customers Can Trust

At the next shop meeting, ask your team for suggestions on how your shop can become that sanctuary for customers. Make sure the atmosphere is cheerful, clean, and professional. Hang training certificates on the wall. Post customer reviews. Provide a view of the cars being worked on. Perhaps the saying, “One less thing for you to worry about” could go on your paperwork or your website to reinforce your message and strengthen marketing.

Make Every Interaction Reassuring

Also consider the following talking points:

When presenting an estimate:

“I’ll walk you through everything, explain what’s important, and help you decide what makes sense. There’s no pressure.”

When the repair is expensive:

“I understand. That’s a lot of money. Let’s slow this down and look at your options.”

When something can wait:

“This needs attention eventually, but it doesn’t have to become today’s problem.”

When the customer is overwhelmed:

“You don’t have to know anything about cars. That’s what we’re here for. We’ll explain what we found and help you make the decision.”

Here’s another way to look at repair decisions: They can be stressful. When customers already have enough on their plates and then you hit them with a car expense, it can be difficult to make an informed decision. Use these tips to help remove the obstacles that get in way of sound decisions.

And finally, at vehicle delivery, remind them:

“We’re one less thing for you to worry about.”