Service Advisor Tips: Communicate Repairs Without Scaring Customers

A Service Advisor’s role in a dealership is crucial. They consult with the customer and explain the findings about their car’s maintenance and repair options plus act as the liaison between the Technicians and the customer.

In a recent CDK survey, Service Shopper 4.0, customer satisfaction with dealership service has improved significantly. But one of the most challenging parts of an Advisor’s job comes when they have to give customers the “bad news” about a major repair. All the parts and labor can add up to a hefty work estimate and it’s natural for a customer to react negatively to that news.

They’re learning that not only is their vehicle broken, but it’s going to cost them a lot of money. However, there are ways to communicate this information that can put them more at ease. Here are five strategies to help the Advisor in this scenario:

1. Be Prepared With All the Information First

Before the Advisor begins any conversation, they should have all necessary paperwork ready as well as a good understanding of the vehicle’s problems and the Tech’s recommended fixes. Today, many Service departments have the ability to take photos and videos of the problem, which greatly increases a customer’s receptiveness to repairs.

If the Advisor doesn’t reasonably understand the car’s issue or the tactics needed to address it, they won’t be able to convey this information in a trustworthy manner to the customer. In some cases, the issue may be quite complex so it could be valuable to have a Technician or a Service Manager prepared to speak to the customer as well. There are advantages to having the Tech explain in detail the problems they identified as well as the consequences of not having it repaired correctly. The Tech’s firsthand experience with the customer’s vehicle, along with their extensive training and inherent knowledge, make them experts.

2. Try to Catch Customers at a Good Time

Even if the customer is sitting in the dealership’s waiting room, the Service Advisor should ensure that they have the customer’s full attention. Allow the customer to wrap up whatever they might be doing on their laptop or phone. If necessary, guide the customer to a quiet spot, like a desk or table in the showroom. It’ll be easier to get their full attention this way.

If the Advisor contacts the customer over the phone, they’ll need to ask if it’s a good time to go over the details of their vehicle. If the customer sounds distracted, the Advisor might want to ask the customer when they can call them back.

3. Explain the Advantages of Having Work Done at the Dealership

Many customers know they have the option to go to a repair shop to do the same job for less money. But an indy mechanic might lack the vehicle-specific knowledge and manufacturer-backed resources that a dealership has. Simply put, a dealership’s Techs have likely seen just about every issue for a specific model since they work on that brand’s cars and trucks every day. They can address the problem to factory standards, while an indy mechanic may not be able to get OEM parts as quickly as a dealership. In fact, the independent operator often has to buy these parts directly from a nearby dealership.

4. Gently Bring Up Any “While We’re in There” Repairs

While the Advisor shouldn’t greedily pile on more suggested repairs, it may be worth explaining the advantage of performing additional work at the same time. For instance, if the customer’s transmission needs to be removed, the incremental cost of replacing a rear main seal at the same time may be minimal compared to having to do it later. This kind of preventative work can save the customer a lot of money down the road.

To do this effectively, the Advisor can show the cost of having to address a related repair at a later date as well as the comparatively minimal cost of having to do the work now. Lower costs may be enough to show some customers that what they’re being asked to pay for now is actually an investment in their car’s future.

5. Be Honest and Empathetic

Customers rely on Service Advisors to provide them with accurate information about their car’s condition. It’s not worth trying to upsell them on services that aren’t immediately necessary, especially once they’ve been presented with an estimate that’s possibly higher than they expected.

Empathy is also critical. Advisors need to put themselves in the customer’s metaphorical shoes. Show genuine concern for the customer to make them feel more comfortable. Bolster their confidence by pointing out areas where their vehicle is in good shape. These efforts can help develop a long-term relationship as the Advisor helps them navigate this costly situation.