Talk Smart, Set Yourself Apart

Competition in the automotive repair market has never been stronger than it is today. With the amount of information available to customers online—both about their vehicles and their options for repairers—technical skill is no longer a differentiator.

Most every customer coming into your shop assumes that you know how to fix their vehicle correctly. So, how are you supposed to set yourself apart from you competition?

Katie French, 2025 AAPEX Service Advisor of the Year, says how you talk to your customers and the relationship you build with them is your best way to stand out.

“My favorite part of this industry is being customer-facing,” French says. “We bridge the gap between customers and the technical side of what we do. It’s a tremendous opportunity.

Greg Damon, general manager of Sparks Tire and Auto in St. Charles, Missouri, agrees, and says from the moment a customer walks into your shop, they need to feel valued. 
“It’s imperative to make a fantastic first impression, whether on the phone or in person,” Damon says. “Customer acquisition is expensive, and competition is fierce.”

Go all in on the Greeting

Whether it’s a first phone call or the first time a customer walks through your door, the initial point of interaction sets the tone for the entire customer experience. A rushed or dismissive greeting can lose business before it starts.

French says customers are usually in a state of stress, frustration, and worry when they reach out to you, and while the industry has historically had a reputation for less-than-ideal phone etiquette, she says empathy and a customer service mindset are non-negotiable.

“When we answer the phone, it’s always consistently met with kindness,” French says. “The first question we ask is ‘how are you today?’ or ‘what can I do for you?’”

Damon agrees and adds that first impressions go beyond just what your advisors say. For customers walking into your shop, what they see is often just as important as what they hear.

“Make sure the front-of-house is clean and that your front desk associates are well-dressed and well-groomed,” Damon says. “When customers come in, they want to know that they’re going to be taken care of. If you don’t make a good first impression, they’re going to be put off right away.”

Both Damon and French say authentic interactions are important. Damon advises against using a script to allow for more organic conversations but also to still have standards on how customers are being greeted.

French says avoiding negative language such as “we’re booked out for weeks” and instead using problem-solving language such as “let’s see what options are available” are small steps that can make a big difference.

Communication is Key

Good communication shouldn’t stop once your shop secures a customer’s business. French points out that break downs in customer trust usually come down to communication.

“If you look at a lot of negative reviews, the underlying cause isn’t that they didn’t fix something right,” French says. “It’s that they didn’t effectively communicate.”

Any time your shop is communicating with a customer, French says it’s crucial to use QVR—question, validate, respond. Make sure you’re addressing what the customer is asking about.

Damon adds that it’s also important to make sure that the customer understands what you’re telling them. Vehicles are incredibly complicated, and not everyone is going to understand the finer details.

“Explain repairs like you’re talking to your mom,” Damon says. “Show them why something needs to be done and what options they have.”

French says that once a repair starts, it’s important to keep in touch with customers to let them know about the progress on the vehicle. Even if there isn’t a new update, sending a text or a quick call shows customers that they’re still a priority.

Most importantly, throughout every communication you have with a customer, Damon says it’s essential to make sure that you are always honest and upfront with customers. Give them options and let them have the final say. Honesty can be a key separator between you and your competition, and every interaction with a customer is a chance to show you have their best interest in mind.

“The only thing that you ever have to trade on in your life is your name. If your name gets tarnished, people aren't going to believe you,” Damon says. “But if you're always honest with your customers, that really works wonders.”

Adapt your Style

Every customer is different, and French says successful shop advisors are able to adjust their tone and pace to fit the situation.

“Learn about yourself and others,” French says. “Adjust your pitch and pace. If a customer is older and hard of hearing, slow down. If they’re emotional, lower your tone.”

She recommends personality assessments like DISC or Myers-Briggs to help advisors understand communication styles. Having a better understanding of their own strengths will help them identify what skills they need to improve.

Damon suggests recording some phone calls for training purposes, letting service advisors get comfortable with uncomfortable situations and learn how to have tough conversations with real-world examples.

In an age in which customers have so many options available to them, strong communication can keep customers coming back. Building trust is essential, and strong phone and communication skills are crucial tools to build that trust.

So train your team, set standards for phone etiquette, and make communication a core part of your shop culture. The payoff? Happier customers, better reviews, and a reputation that drives long-term success.

“Your reputation is everything,” French says, “and that starts with how we talk to our customers.”