3 Common Customer Objections (and How to Overcome Them)

I can’t afford it. I don’t have time today. I’ll call back later.

Those are by far the top three objections raised by customers facing unexpected car repairs, especially if they are financially stressed.

The way a shop responds can make all the difference, says Samantha Schearer-Higdon, marketing manager for Schearer’s Sales & Service, Inc., in Allenton, Pennsylvania. Patience, empathy, flexibility, and education all go a long way.

“Our goal is not to shove anything down people’s throats when they’re feeling uncertain or overwhelmed, but to partner with them to keep their vehicle safe, reliant, and efficient,” Schearer-Higdon says. “If they feel seen and heard, they’re going to trust you much more.”

Here are some tips:

Objection No.1: “It’s Too Expensive. I Don’t Have the Money Right Now.”

Solutions: Offer financing options, use exit scheduling, and explain the importance of the job

Auto repair shops can break larger bills into smaller installments by developing in-house payment plans or partnering with external financing companies that provide loans or credit cards specifically for auto repairs.

Some auto parts suppliers also have plans with deferred interest if a customer pays in full within a certain amount of time, often six months.

Part of a shop’s job is to ensure that customers understand potential fees, Schearer-Higdon says: “Figure out what they can manage financially. If they don’t think they can take care of a bill in six months, for example, a high interest rate might hurt rather than help them. You never want to put anyone in a worse financial position.”

Another route is carefully spacing out work based on a customer’s situation, rather than tackling everything at once. The key there is to prioritize problems that could affect safety or cause significant damage to a vehicle in the short term, while scheduling less-urgent maintenance jobs for a future date before a customer leaves the shop.

Finally, keep in mind that “too expensive” may not be all about money. Instead, a customer may not fully understand the value of a repair or service.

In that case, discuss details of the fix and why the investment likely will save money and headaches in the long run, as well as why relying on a trained technician is a better guarantee than trying do-it-yourself repairs or turning to a friend with a bit of automotive know-how.

Objection No. 2: “I Don’t Have Time. I Need My Car Back Today.”

Solutions: Invest in a fleet of loaner cars, and schedule their use wisely

Simply having vehicles for customers to borrow for a day or more isn’t enough. The trick is to have enough of them in the shop at any given time to accommodate customers who need unanticipated repairs.

Schearer’s Sales & Service has 12 loaner cars but only schedules five or six to be out of the shop per day, which leaves half on hand for last-minute requests.

“For loaners to be an effective ‘objection buster’, you need to have that wiggle room,” Schearer-Higdon notes. “That way, you can not only sympathize with the customer standing right in front of you, saying they don’t have another car and they have all these errands to run—you can actually help them.”

Objection No. 3: “I’ll Just Do That Next Time.”

Solutions: Use both exit scheduling and calendar reminders for your team

Many people who promise to call back either procrastinate or forget the task due to their busy daily lives. The best move, then, is to book an appointment while the customer is still standing at the service desk.

If that doesn’t happen, make a record of the conversation but avoid negative comments about the decision. Instead, set a future calendar alert—via your shop management software—to remind advisors to follow up with that customer by a specific date.

“That holds us accountable to contact people and talk about how we’re aiming to keep their car in the best condition possible,” Schearer-Higdon says. “If a client’s car breaks down, I consider that to be a failure on our part.”

Of course, the best scenario is to avoid objections in the first place, which requires getting to know each customer’s specific needs early on.

Some good questions to ask: How long have you had your car? What do you like about it? What do you use it for the most? How long do you hope to keep it? What is the definition of a “big bill” for you? Is there a tipping point with cost that would make you decide to get a new car?

“What it really comes down to is, don’t treat clients like numbers,” Schearer-Higdon says. “Treat them like part of your family.”