A trained service advisor, as we all know, sells more. So why aren’t more business owners providing sales training to their service advisor staff? Why aren’t they seeing results, if they are?
Often business owners think they are providing the service advisors with the sales training they need. But, as leading providers of outsourced service advisor sales training who work with auto shops and automotive businesses on a regular basis, at Pearl lemon sales we know that this is often not the case.
The training that many businesses offer to their service advisors is often focused solely on the rules and basic sales processes, not on the best practices to increase sales to consumers who are increasingly savvy, and as such, increasingly wary of being sold to.
Couple this with the rise of YouTube, TikTok and other video platforms that are filled with tutorials on ‘DIY’ auto servicing and repairs and you have a sales landscape that is harder for service advisors to conquer than ever before. And if they don’t have the right service advisor sales training, they won’t stand a chance.
Selling automotive services is very different to selling the vehicles themselves. Those in the market for a new car or truck are usually excited about the prospect, and while they are likely to be harder to sell to than in the past, as consumers do a lot more research than they did years ago, an automotive salesman does have that excitement to capitalize on.
Service advisors, on the other hand, do not have that on their side. Your service advisors have to sell to customers who don’t generally want to buy what they’re selling: service and parts to get their car to work the way it was designed to! There will be no new car fragrance, no new features, and no gleaming new paint. Just the same automobile or truck they drive every day, the novelty of which likely wore off a long time ago.
To complicate matters even further, those same savvy consumers are also often very wary consumers. They don’t want to spend money on things they don’t need to, and many corners of the Internet have probably led them to believe that they might not have to.
To handle all of these challenges, and make the up sales that can significantly positively impact a business’ bottom line, your service advisors need to learn how to sell to these challenging consumers, while also building trust and loyalty, which are also key elements to any dealership’s success.
The fact that they are expected to provide advice is built into their title, and yet far too many service advisors are focused on the hard sell, and on moving on to the next customer as quickly as possible. Which is why they often fail to make the expected sale, and cannot progress to the up sales that can be so lucrative.
Pearl Lemon Sales’ service advisor sales training focuses on changing that. Our sales trainers show – and we mean show as our sales training classes are lively and interactive – your sales team how to become expert consultative sellers, which is just the kind of people consumers need, whether they realize it or not.
Your company’s sales performance is determined by your service advisors’ ability to portray themselves as expert consultants. Service advisers can develop trust and credibility while also boosting your company’s reputation as a service provider through a consultative sales strategy.
Making technical language approachable and understandable to non-technically minded customers, while yet expressing how it solves their problems and tackles their pain points, is a tricky balance many struggles with in the automobile industry. Your sales team will learn how to achieve that balance with our service advisor sales training.
Your service advisors will also be shown how focusing on value, rather than on price, will net them more sales. Carefully explaining to a customer why it is truly beneficial to their vehicle to have the dealership complete repairs rather than them trying to do it themselves, or making use of the cut-price services or a general services chain, when done right, will help alleviate pricing concerns, and the best salespeople do such a good job of conveying this that price becomes a non-issue.
Ensuring, via specialist service advisor sales training, that your sales team can do this , and have the knowledge and skills to become skilled consultative sellers, will produce results, in terms of increased sales and a better brand image, that will cover the cost of outsourced sales training from Pearl Lemon Sales many times over.
We are far from the only company who offer specialist sales training. So why choose Pearl lemon Sales for service advisor sales training? Why not simply download a course from the Internet? There are plenty of those out there, some of which may be offered by the companies whose vehicles you sell.
The most obvious answer is that we are very good at what we do. Our sales trainers are experienced salespeople who use a compelling, easy-to-understand sales training approach that has been proven to be incredibly effective.
Perhaps more importantly, we put our ideals into action by utilizing our own consultative sales knowledge. Each customer’s sales training is customized to meet their unique requirements, and our sales trainers then adjust their own standard practices to better suit yours. They may have lots of sales expertise, but you know your business best, and we totally respect that.
We ask you a long list of questions to determine your sales training goals and pain points, and then we develop a customized service advisor sales training curriculum based on your answers.
One-size-fits-all sales training rarely works in any business, which is why we never employ it.
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A well trained and highly skilled service advisor can make a decent living.
The downside (or upside depending on your personality) is most service advisors work on commission only. This means they get paid only if they make sales and their pay varies with the size of the sale.
This is where service advisor sales training comes into play. By going through bespoke advisor sales training, you can improve your consultative sales approach and close more sales.
A service advisor should have excellent customer service, interpersonal, and communication skills.
Or in other words, be consultative and people oriented.
On top of this a service advisor needs to have industry knowledge, so have a deep understanding of the automotive industry and the needs of different types of consumers.
Like any job, being a service advisor can be stressful.
You have to be able to close sales, nurture leads, keep up with demands, continually learn and more.
The most stressful aspect may be having to figure out how many sales you need to make to get the commission you need to pay your bills.
This is where Pearl Lemon Sales can help! We can provide you with bespoke service advisor training to help you become a better sales person and alleviate some of your work related stress.
Because our service advisor sales training is bespoke there are countless benefits you and your team may have. To name a few:
Give our team a call today to learn more and to find out how we can help your sales advisors improve!
Properly training service advisors is a must to have a successful car dealership. Skilled and well trained service advisors can create customers for life, while inexperienced ones can drive away potential customers.
Service advisors need systematic training to succeed and add great value to your dealership. Investing in service advisor training is a simple way to help ensure a greater success for your dealership.