We need to stop and make them feel better first—recognize their pain and sympathize with their experience. Then, start to build trust by focusing on why they made the right call by choosing your shop.
You might ease your customer by saying, “Okay, I know you’re concerned about whether your Nissan will ever be the same. I want you to know that there are 40,000 body shops in the United States, but fewer than 2,000 have met the training and equipment requirements to be Nissan certified. We’re a shop that has been Nissan certified. In fact, we’ve had advanced training.”
That term “advanced training” is important, Ryan Taylor of Bodyshop Booster said. Having the “advanced training” to earn automaker certifications is a good way to build trust and reduce their anxiety.
I don’t think enough certified shops are talking about that certification with potential customers and then these shops gripe about spending money on OEM certifications, without seeing any work from it.
However, at recent automaker conferences, I brought people up on stage and we called their shops. I would say, “I just wrecked my [brand of car] and wondered if you work with ABC Insurance.” The shops would assure me they are a direct repair shop for ABC Insurance and ask me if I had a claim number, but never mention they are certified by the maker of my car and what that means to me.
We need to start making our advanced training and automaker certification part of the conversation up front to build customer trust.