How to overcome some common customer objections  

Handling customer objections effectively is a crucial skill for service advisors in auto repair shops. And the way a shop maneuvers through this area can be the difference between making the sale and never seeing the customer again.

The importance of proactive communication and understanding the customer’s needs and constraints can’t be overlooked and requires careful strategy, said Bill Haas, president of coaching firm Auto Ignite Management.

By addressing objections with empathy and practical solutions, service advisors can build trust and increase the likelihood of closing sales, he said at lst year’s Midwest Auto Care Alliance Hi-Tech Training & Expo.

One of the most frequent objections service advisors encounter is, “I can’t afford it.” Haas recommended responding with, “You can’t afford not to.” This response emphasizes the importance of the repair, especially if it’s related to safety.

Advisors should also explore the customer’s budget and timing. “When can you afford it? When will it be in your budget? What could you afford today?” Haas suggested as questions to understand the customer’s financial situation better.

Haas stressed the importance of prioritizing work based on the customer’s budget.

“Why are we looking at people’s brakes if they can’t afford to do brakes? That doesn’t make sense to me,” he said.

Instead, advisors should ask, “If the car needs brakes, will you want the work done today?” This question ensures that the advisor is focusing on work that the customer is willing and able to pay for.

Another common objection is, “I need to talk to my spouse.” Haas advised acknowledging the need for family decisions and offering support.

“Is there any information you need that I can help you with to have that conversation? Do you need to take a copy of the estimate home?” he suggested as questions.

Additionally, advisors should offer to be available for any questions the spouse might have and set a follow-up time.

“What time can I call you tomorrow morning to follow up and get the decision you and your wife have come to?” Haas recommended asking.

Financing options should be part of the initial sales presentation, not an afterthought. “A lot of people will say, ‘Well, we offer financing.’ It’s kind of late at that point,” Haas noted. Including financing options early in the conversation can help address affordability concerns before they become objections.

By engaging customers in meaningful conversations and offering solutions, Haas observed that service advisors can overcome objections and ensure that necessary repairs are completed.

“Too many times we just let people off the hook,” he said.

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