How To Sell Service, Not Price

How To Sell Service, Not Price

How do you explain to customers why your recommendations are not based on being the low-price provider?

Courtesy of ShopOwner Magazine, by Doug Kaufman

In today’s competitive automotive service industry, price has become a dominant factor influencing customer decisions. However, there are compelling reasons why quality and service should take precedence over price when choosing an automotive service provider. 

As a professional, you understand the importance of prioritizing quality and service and the long-term benefits this practice offers to your customers.

But sometimes, making them see your side of things can seem like a one-sided conversation. How do you explain why your recommendations are not based on being the low-price provider?

While price represents the monetary aspect of a product or service, value encompasses the overall benefits, quality and satisfaction that customers receive. Here are five reminders for your service managers of why low price is very rarely the most appealing aspect of the best customer service experience.

Your Family Matters To Our Family

When it comes to automotive services, reliability and safety should be paramount concerns. Choosing a service provider solely based on price may lead to subpar repairs, the use of low-quality parts, or inadequate maintenance practices. In other words, you get what you pay for.

In contrast, focusing on quality and service ensures that your vehicle receives the attention it deserves, enhancing its reliability and safety on the road. By opting for reliable and knowledgeable service providers, you can be confident that your vehicle is in capable hands.

Don’t Worry – We Know What We’re Doing

Automotive repairs and maintenance require expertise and skill. Technology is changing all the time. Service providers who prioritize quality invest in continuous training for their technicians, ensuring they stay updated with the latest industry advancements. This means, skilled technicians possess the knowledge and experience to accurately diagnose and address issues, minimizing the risk of recurring problems.

By valuing quality and service over price, customers benefit from the expertise of professionals who understand the intricacies of their vehicles and can provide effective solutions.

We’ll Save You Money In The Long Run

While price-conscious customers may be tempted by lower quotes, focusing on quality and service can lead to long-term cost savings. Quality repairs and maintenance procedures help prevent major breakdowns and expensive repairs in the future. 

By addressing minor issues promptly and using high-quality parts, service providers can extend the lifespan of a vehicle and reduce the likelihood of costly repairs. Choosing a provider based on quality and service may involve a higher upfront cost, but it offers significant savings over the life of your vehicle.

Here’s To A Beautiful Relationship

Building trust and fostering long-term relationships are crucial elements in our industry. Service providers who prioritize quality and service aim to establish trust with their customers by consistently delivering reliable and exceptional work. Customers do their part to strengthen that relationship by valuing quality and service. This trust translates into confidence in the recommendations provided, ease of communication, and peace of mind when bringing their vehicles for service or repairs.

Be Sure To Tell Your Friends About Us

There’s a popular book about customer relations titled “Satisfied Customers Tell Three Friends, Angry Customers Tell 3,000.” While this provocative title may seem to be a bit of an exaggeration, don’t dismiss the message. In reality, according to the White House Office of Consumer Affairs, a dissatisfied customer will tell between 9-15 people about their experience. Around 13 percent of dissatisfied customers tell more than 20 people. On the other hand, happy customers who get their issue resolved tell 5 off their friends about their experience. 

The fact is, satisfied customers become advocates and are more likely to refer friends, family and colleagues to their trusted provider. A positive reputation helps service providers grow their customer base organically and reinforces the importance of quality and service. 

Study after study proves that price is not the main reason for a dissatisfied customer – it’s usually due to the overall poor quality of customer service. By choosing quality-oriented providers, customers become part of a community of satisfied clients and contribute to the growth and success of a reputable service provider.

The automotive service experience goes beyond the repair itself. Quality-oriented service providers prioritize customer satisfaction and strive to deliver exceptional service at every stage of the process. 

From transparent communication and accurate estimates to timely updates and a professional atmosphere, customers who prioritize quality and service enjoy a higher level of satisfaction and peace of mind. They can trust that their vehicles are being cared for by professionals who prioritize their needs and ensure a positive experience.

Value is closely tied to quality and longevity. As consumers, when we prioritize value over price, we focus on products or services that offer superior quality and durability. By opting for value, we invest in products that are built to last, ensuring our satisfaction and saving money over time.

Don’t be fixated on cost as vehicle owners’ Number One concern – Instead, your best option is to promote value in order to build clients, not customers.

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