It's a conversation that nobody likes to have, but everyone in this business has to do it—sometimes multiple times in one day. That repair the customer thought would be roughly $200? It just shot to $2,000. Wouldn't it be great if there were a secret to selling these big jobs? A simple solution to leave you and your customers happier with the entire situation? Victor Broski, service advisor at Newport Motorsports in Costa Mesa, California, may have the answer: Approach it as if you know they're going to say yes.
Broski recalls being trained at a previous high-end race shop, where he was told a customer would be coming in the next day for a recommended service that would make a small difference but cost a lot of money. He was told the customer was going to say yes. So, the next day, when Broski spoke with the customer, he did so with confidence. Was the customer for sure going to say yes? Did they know something Broski didn't? Maybe, and maybe not, he says. Either way, it worked.
"That stuck with me," Broski says. "That's something I can apply at any shop."
Sure, there are a few other keys to getting it right—as Broski will share—but confidence sells.
Backstory
Broski has over four decades of experience working in different shops and holds a degree in speech communication, which has helped him approach customers and understand the art of persuasion and negotiation.
Problem
Broski wasn't always comfortable selling larger jobs. When he started out, there wasn't a lot of training available, and he dreaded that conversation just as much as anyone else. Selling a larger job just puts more pressure on the line, making it more difficult.
Solution
"Your mind is racing," Broski says. "How do I say it? They're not going to like it. You approach it differently, but you shouldn't."
These tips for selling a big job can be applied to any job, but they can help alleviate the stress.
- Build Rapport: The sale happens before the selling, Broski says. You've already presented yourself and your shop to your customer before you have that conversation. If you've made a poor impression, you're not getting that yes. However, if you've taken the time to build trust and create a relationship, there's a very good chance the customer will really listen to what you have to say, and the probability of the sale is very likely.Broski answers every call at the shop. He always has a notepad next to him to write down the potential customer's name and anything he should remember. He can then say the person's name back to them, which is huge. When someone comes into the shop, he makes sure to engage in conversation and really listen to what they're saying. If they mention kids, follow up on that. If they talk about a big trip they’re taking and need their vehicle in good condition, ask about it."When someone wants to tell a story, you listen to it," Broski says. "When someone is telling a story, their brain produces happy chemicals. They're talking to a repair shop and they're happy. Can you imagine that?"
- Show Confidence: Here's Broski's key: When you approach the customer, assume they will say yes. Have total confidence, and that will rub off on the customer. Your voice, he says, has a tendency to go down if you don't believe someone will say yes to you, and customers will pick up on that.
- Create a Plan: Tell them what their car needs. "I don't say recommending," Broski says. "That's too soft." Broski lists all the work that was found on the car and categorizes it for the customer in a now, soon, and later way—This is what your car needs today, this is what it will need soon, and this is what can be held off on for a while."You can do it now or in two or three months—lots of times they do it now," Broski says. "But they're the ones making the decision. They love that. They know I'm not trying to just sell them things."
- Write Down What Works: Throughout Broski's career, he's had plenty of time to try new strategies, and he always writes down what has worked for him. A specific phrase he uses because it's always been positively received is "I'll take care of you."
Aftermath
Broski says nine times out of 10, he doesn't even think twice about selling a big job. "I'd like to say, 'I don't get bothered by that phone call—but that's a stretch,'" he says.
By creating positive relationships from the start and approaching every sale as though they're going to say yes, Broski says everything has been easier. The call is easier because it increases the chances that a customer will say yes, going home is easier because he's less stressed out, and overall, everything is just better.
Takeaway
Broski describes his approach to selling big jobs as "a little arrogant," but that's the key. Walking into a conversation with a customer with confidence not only makes the seller feel better, it puts the customer at ease because they feel they're talking with someone they can trust who really believes in the work being sold.
Broski's mentality is one that can be used by everyone at any shop.
"I've got this."
