Fixed Ops Magazine - 2021 Vol18 03 - 28

and remove the contaminants in the system. We Will
also spray the fresh air intake system with a hospital-grade
disinfectant to clean those surfaces and freshen
the air. Your total investment would be $149. How
would you like to proceed?
Pairing services:
Pairing is a sales technique for Advisors to amp up
maintenance sales by combining like services or adding
a protective service to a repair. As a customer consultant,
your Advisors should be ready to offer the services
that make the most sense for each customer. The
Climate Control Service could be easily paired with a
refrigerant charge or repair of a leak. It is also an ideal
fit with a new cabin air filter.
Pro Tip:
A sanitizing service would be an ideal pair with a Climate
Control Service so the entire vehicle is cleaned,
sanitized, and disinfected.
STEP 3: PROMOTE
Now that the shop staff has been armed with knowledge
and has been given tools to help sell the service, help
them out by promoting the service through a " Manager's
Special " promotion. Tie it to seasonal maintenance.
Remind your Advisors to offer the promotion to every
customer, every time. They could use any of the sales
tools above to present the service. Creating customer
awareness is a key step in a successful sales process.
Customers will not request a service they do not know
about.
Key takeaways:
A Climate Control Service can be performed in minutes
and is an easy add-on to your shop's list of high-quality
services. This service is extremely effective and vehicle
owners will notice an immediate change in cabin
air quality.
Applied knowledge is power. Providing your Advisors
with the knowledge and tools is the first step. But, the
second step is vital to success; Hold them accountable
for applying that knowledge when they communicate
effectively with their customers.
Andy Baldassarre leads
the
marketing
and
training departments
for BG Products, Inc.
He has over 23 years of
experience in the automotive
industry with
an emphasis on adult
learning in the automotive
workplace.
STEP 4: SUPPORT
Work with your Advisors on the service drive and help
them succeed by offering them coaching, support, and
customer interaction. Practice builds confidence and
confidence leads to success. Reward your Advisors for
behaviors that drive sales. Remember, Advisors are
your sales team and they are worth the investment of
your time and expertise.
STEP 5: MEASURE
Track results of the process and discuss them with
your Advisors on a weekly or bi-weekly basis. Review
data reflecting what is working as well as what is not
working. Then use it to provide your Advisors with encouragement
as well as opportunities for any areas of
improvement.
The data is not only helpful for selling more Climate
Control Services, but also provides insight about customer
behaviors that may be valuable when considering
future promotions.
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