“Get it in to your guys’ heads, it’s not a sell, it’s a service,” explained Rob Purfield to delegates at the AM Aftersales Conference 2015 during his Upselling Aftersales presentation.
The Automotive Profit Consultant was keen to make the point that successful aftersales requires a certain mindset, a certain mentality, and a shift away from seeing this as a sell and more like a service.
“The mentality is about looking after customers, and providing a great service. It’s not a sell, it’s a service.” Purfield went on to say: “When you tell them it’s an offer not a sell, the service advisors feel much better about it.”
And, creating a clear process by which sales staff can ‘upsell’ is also crucial. The consultant cited process-driven businesses like McDonalds, where the upsell is simply part of the experience of being in the restaurant.
“When a customer comes in [to McDonalds], the server knows how to upsell and what the process is,” he explained. What automotive retailers need to do, is define their process, then employ the kind of people who will champion it and make it part of their culture. That’s the key, added Purfield.
“Recruit the right people to follow the process, and then you can build anything you want into that process. For instance, a special offer such as 50% off an air con refresh, anytime someone is asking about aftersales, just ask them if they want that offer too. That’s the way to sell in aftersales.”
Purfield was one of many expert speakers at the 2015’s Aftersales Conference, which aimed to help dealers understand the challenges they face in the aftersales arena.
At the event, GoldSand Digital launched the all-new Aftersales product, the Digital Welcome Pack. Read more about it by clicking here >>