Workshops can use additional sales to increase the average ticket sales and therefore increase their turnover. However, not all workshops get it right, and in many cases it is even considered taboo, as mechanics feel it can create an awkward situation with the customer, as they go from being technicians to being salespeople.
Of course, it is not about trying to sell the customer something he does not need. But at six-monthly or annual servicing, there are opportunities in components such as windscreen wipers, filters and headlight bulbs, which if sold correctly can have a big impact, as car accessories not only improve the appearance, but also increase the functionality and comfort of your vehicle. So how do you do it?
First, it is essential that the conversation with the customer is genuine and based on their needs. For example, it will not be convincing to recommend a wiper blade change in a low or occasional rainfall environment. It is about making the up-sell part of the natural flow of the servicing conversation, which requires accurate data about the customer, the vehicle and the repair. It is also a good idea to have a technician or customer service representative who can take over when customers are more open to additional sales, even if this is limited to large workshops.
If e-mail or text messages are used to make additional sales offers, a good tactic is to ask the customer to mention this at their next scheduled service. In this way, the invasive effect of up-selling is lost, as it is the customer himself who raises the issue, which also increases trust. It is also advisable to warn the customer when a component is nearing the end of its useful life in order to limit the number of visits to the workshop, as being without a vehicle, even for a few hours, can be a real headache for many users.
However, upselling should not mean presenting unnecessary repairs as necessary or suggesting more expensive or extensive repairs than necessary. This undermines customer confidence and is of no benefit, especially in the long term. Nor is there any question of exaggerating the urgency of additional services, unless the safety of the vehicle may be compromised.
However, in order for a workshop to properly upsell, it will need to have up-to-date data to be able to provide a simple checklist of the last services performed and the next services recommended by the manufacturer for that vehicle. In short, up-selling, also known as cross-selling, can be useful for the workshop, provided it is done honestly and professionally, which is what a trustworthy workshop should be.
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