Selling can be hard work that pays off well or easy work that doesn’t. While it may not be a major rule of selling it is a very important one. It has to do with how hard you want to work physically as opposed to mentally. Again, like as in most other areas, you have a choice. You can either work hard at learning how to deal with customers to get what you need for the success of your business or if you don’t want to do that you can work on lots of cars, well into the night at times, to make up for the fact that you aren’t selling jobs the way they need to be sold to do what’s right for both you and your customers.
A major rule in selling is to decide what you want to be and stick to it. As in most other things you have a choice, but you really need to choose wisely because this choice may be the one that shapes your entire future in the auto repair business.
When last we met I was in the midst of explaining, step by step, the process of making the sale. We got up to step eight in which we presented our findings to our customer. This cannot be done until we have all of the information we need to not only diagnose the problem(s) but to determine what is needed to take care of it or them; what parts it will take, their availability and cost, what labor operations will need to be performed and their cost, and how long it will take to complete all work.
I realize that I’ve cared more about what fuel I put in my car than what fuel I put in my head. Bad mistake. What you feed your mind is the single most important element of your success – or failure.
There’s an argument going on and it’s time for me to weigh in. For years I’ve heard managers complain that their salespeople are “lazy order takers.” I’ve witnessed teammates jab at one another by delivering the lowest of all low-blow insults: “You’re nothing but an order taker.”
The most important part of your business is making the sale. Your title, however, means little to anyone but yourself.
That title is a real attention grabber, isn’t it? I write it on the blackboard whenever I do a seminar to make the audience wonder what it’s all about. It’s actually a very simple concept: When you have money, this business is relatively easy; when you don’t, it’s awfully hard.