Phoning it In: 5 Tips On Handling Price Shoppers - Engine Builder Magazine

Phoning it In: 5 Tips On Handling Price Shoppers

In order for people to buy engine services from you, three things need to occur: they need to like you, trust you and view you as a credible engine builder.

In order for people to buy engine services from you, three things need to occur: they need to like you, trust you and view you as a credible engine builder.

#1. In order for people to order performance and engine services from you, three things need to occur: they need to like you, trust you and view you as a credible engine builder.

Accordingly, the first thing you need to sell to any caller is you; not your shop, or any engine service. The best way to accomplish this goal is by smiling, answering the phone with a salutation, providing the caller with your name and the name of your company, and then ending with a question that invites a response. For example, “Thank you for calling Elite Performance Builders! This is Bob! How can I help you?”

#2. Remember, your tonality on the phone is critical to your success. A study performed at UCLA (University of California Los Angeles), concluded that when it comes to what influences people during a sale, 55% is what the customer sees, 38% is the tonality of the salesperson, and the words used by the salesperson account for only 7% of the sale. Since the caller can’t see you, they will be far more influenced by your tonality than by the words you use. This is why you need to slow down, smile, and speak with genuine interest and compassion.118632EBWorksta_00000068561

#3. You should always take notes, and repeat back the information the caller provides you with. This not only helps start a relationship with the caller, but it shows that you are listening to them, it keeps them engaged, and it causes them to actively listen, rather than formulating more questions for you. This is one of the best-kept secrets to controlling the conversation, and bringing in more first-time callers.

#4. As soon as comfortably possible you need to get on a first-name basis with the caller.By doing so, you will be taking the relationship from one between caller and service advisor to one between Bob (shop manager) and Mike (caller). You should typically be able to get on this first-name basis after the first two exchanges. If you need to obtain the caller’s name, an easy way to do so is by providing your name first: “By the way, my name is Bob. May I ask who I am speaking with?”

#5. Let go of the age-old belief that these callers are only interested in price.  The reason most people ask for a price is because they don’t know the questions they should be asking (how long has your shop has been in business, whether or not you’re building for local racers, if you are a member of an association like AERA or SEMA, etc.). Accordingly, most callers ask for a price to get the conversation started.

You spend a lot of money to make your phone ring, and every lost call not only costs you a fortune, but as soon as that first-time caller hangs up, you can rest assured that they’ll be calling that performance shop down the street. Share this message with your entire staff today, and start bringing in more of those precious first-time callers.

For additional help increasing your shop’s sales, learn more about Elite’s MastersService Advisor Training Program.

You May Also Like

HP Academy Teaches EFI Online

The HP Academy was started to fulfill the need for some sort of formal training for EFI tuning. Two New Zealanders, Andre Simon and Ben Silcock, founded HPA in 2010.

With the ongoing COVID-19 situation, classrooms, as we know them, are not in session. You can’t physically distance in a small class in real life, but you can online. Virtual learning is now the new norm across the country. The racing industry is getting a leg up thanks to one school that is dedicated to online education. 

Utilizing Instagram

“When we started, we had no business at all… that’s when I started using Instagram,” Yaghoubian says. “Back then I didn’t know a lot about social media, but it works for business really well, and especially the automotive industry on Instagram.”

Higher Revving Education

We’ve all seen the ads in magazines and online for schools, classes and seminars on tuning an ever-increasing number of engines and even transmissions in today’s cars and trucks. The better ones will include the use of a chassis dyno to show real-time results of the step-by-step methods they teach.

Chassis vs Engine Dyno

We spoke with a couple shops that utilize both dyno types to get their take on the advantages, disadvantages and reasons to have one over the other or both.

Tradeshow Season

While the rest of the world tends to slow down in the fourth quarter, our industry is starting to rev up. That’s because it’s tradeshow season, and the excitement for next year is always palpable!

Other Posts

A Better Way to Remove Valve Springs

Danny Soliz of Hill Country Performance & Machine has a lot of tricks up his sleeve to make engine work a little easier. He’s great at working smarter not harder, and in this latest video he shows you a great way to remove valve springs and keep some of those valvetrain components organized. Related Articles

Tips and Techniques from Lucas Oil to Keep Vehicles and More Protected During the Cold

Supercars, motorcycles, hot rods and even riding lawn mowers all have engine oil systems, fuel systems, transmissions and other components that require winter prep.

Lucas Oil Tips
August 2022 Shop Solutions

August tips and tricks for the shop!

OE Parts vs. the Aftermarket

Many of your customers believe that OEM parts are better than aftermarket parts. We wanted to dispel some of the myths once and for all. Without getting into the mud about which brands are better. It is important to note that not all parts are created equal, and this includes both aftermarket and OE replacement parts.