The Art of Sales

Selling is a process. A successful sale begins long before a customer arrives and continues during the estimate process and long after the closing, with some sales personnel arguing that the time following the closing is the most important part of the sale.

Before the sale

Collision repair businesses must prepare for each sale before the customer arrives. Preparing starts with knowledge. Managers and salespeople need to know who their customers are, what tasks each member of the sales staff is responsible for and what is being sold.

When asked what they are selling, many employees will quickly say "quality." In the collision industry performing a quality repair can mean returning a vehicle to its pre-accident condition or producing an "undetectable repair."

Collision repair businesses sell their customers services that include professional customer care, fast repairs and convenient business hours. Other services include delivering what the shop promised on time and following-up after the vehicle is returned to the customer. Ultimately the business, not the salesperson, is responsible since a total sales philosophy makes the sale. To perform a complete sales job, every person in a business must operate as a salesperson.

The shop itself should function as a sales force too, specifically in its appearance. Operators should make sure their businesses always look professional — clean and well laid out. Customers have noted that they avoid shops that "look like a junkyard." If a shop can't attract customers onto its property, it won't build business.

The estimating process

Shop staff members need to acknowledge customers promptly and courteously. Customers should feel that the business wants to repair their vehicles for them. Indifference will cost sales. The shop should take relevant information and store it efficiently so that it can be retrieved quickly on subsequent visits.

The estimator should review the customer information before greeting them. The estimator needs to know the customer's insurer, along with the type of vehicle to be assessed. Some shops employ estimators who work exclusively with specific insurers, to better facilitate service to both the vehicle owner (the primary customer) and the insurance company (a secondary customer). This system also helps maintain consistency with insurers, whether a facility is a DRP for that insurance company or not.

The estimator should greet the customer by name, shake hands and introduce himself. The estimator should show compassion for the vehicle owner's loss by stating, for example, "No one was injured, I hope." The inspection should be prompt but thorough, covering the complete vehicle. Estimators should point out damage resulting from the collision along with other work the shop can perform while the vehicle is on site.

Some shops have parking areas for vehicles needing estimates or inside estimating bays that keep vehicles and customers comfortably out of inclement weather.

The estimator should know which types of work are the most profitable, along with which insurance companies the shop historically garners the greatest profit from. The estimator also needs to know the shop's service schedule. Jobs that allow a business to be the most profitable should be sought after the most vigorously. For example, repairs requiring just a few parts that are readily available can be quite profitable and therefore should be quickly slotted.

Estimators should "pre-qualify" customers to help the shop determine the profitability of the repair, and whether it should accept the work and how much time it should invest to capture the sale. For example, shops may not want to accept work involving aluminum repair or extensive mechanical repairs that must be sublet at a lesser profit margin.

Consider the following numbers: If an estimator works 40 hours per week and only captures 50 percent of the estimates written, the estimator is working 20 hours per week without producing for the business (a 50 percent "batting" average often is used as a national benchmark for estimates captured). Many shop owners believe that by pre-qualifying the type of work coming into a shop, a better average can be obtained. Don't accept every job that comes to your door.

Closing the deal

Now, you need to have the customer sign so work can start. You could use what is called the presumptive close: "Mrs. Jones, I have a slot in the work flow on Tuesday next week. May I put your vehicle in this slot?" This assumes that the customer wants the work and all you have to do is find a time to do it. You could use an either/or closing such as, "Mrs. Jones, we can have your parts here by tomorrow, and I have a place for it in on Monday or Wednesday of next week."

Another way is a more direct approach in which you say, "Mrs. Jones, we are well equipped to repair this type of damage. Our technicians are trained and experienced specifically for this vehicle and the repairs it needs; we would like to repair your vehicle for you. May I call your insurer and start the process for you?"

It is important that you don't just hand back the estimate with no closure. Ask the customer for the work. If you don't ask, you may never close. If the customer does not give your estimator permission on the spot, the customer should be placed on a contact list to be called within 24 hours so you can try to close again. The person who wrote the estimate should make the call. This allows the estimator to form a relationship with the customer.

After closing

Once the customer gives a shop permission to do the work, many businesses believe that sales work is completed. If you want to repair only that vehicle for that customer, you may be correct.

A far better sales philosophy is aimed at repairing every vehicle a customer will own, along with the vehicles owned by their children, relatives and friends. Studies have shown that it is more costly to attract new customers than to keep existing ones. One of the most profitable tasks a service business can perform is nurturing customers so they will return. The 20-100 rule states that a satisfied customer will tell 20 people about a business. A dissatisfied customer will tell 100. Satisfied customers can become your best advertisement.

Keeping customers satisfied means keeping them informed. Once the parts are in the shop and the customer is called to bring in the vehicle, the customer should be informed how the vehicle is progressing through the repair process. Regular calls can update customers on the progress of the vehicle.

These messages can be delivered to the customer by phone, voice message or e-mail. Some shops have developed Web pages that customers can access with personal codes they get with their estimate (often the work order number). Once online, the customer can follow a vehicle as it progresses through the shop. Some shops post digital photos. This personal touch helps form the relationship between customer and shop.

When the vehicle is completed and the customer comes in to pick it up, the sale still is not complete. The customer should be escorted to the clean, repaired vehicle, shown the repair and given any special instructions for after-care. The customer also should receive a customer survey measuring their service experience. The survey should be short and to the point, with only three to four questions. A longer survey should be mailed later in a self-addressed envelope for the customer to fill out and return. It also should be direct and to the point.

The art of sales involves a complete package that includes knowing what you sell (service), knowing who does the selling (everyone), establishing relationships with your customers (keeping them informed and giving them what you promised) and developing long-term customers.

Keep this in mind: Fix my car once and I drive away; establish a relationship, and I am a customer for life.