The Primary Concern, from Fixed Performance.
I find it interesting that many dealerships blast a client with high-pressure sales tactics on maintenance items before they even diagnose the primary concern. If a customer brings their car in for a squeaking noise in the brakes, and they are offered $856 of other maintenance that is needed in the advisors mind before discussing their primary concern, this advisor is heading for trouble.
Many times technicians and advisors recommend services based on the latest program that compensates them financially for selling it to customers. Everyone that knows me understands I’m not against selling in any form or fashion. I don’t believe, however, that high-pressure tactics are professional, or necessary in developing long-term customer satisfaction and retention.
My view is that it’s our obligation to inform the customer of everything that is needed to keep their car in peak performance. The customer needs treated in a consistent fashion so that they understand their needs and their options. Advisors working on their feature benefit presentations are considered essential and should be role-played with other staff in the dealership on a weekly basis.
