Consumer Marketing and Selling
Steve Trapp, Axalta Coating Systems
Format: MP3 download
With 35% of customers asking repairers to write a customer paid estimate and a historical 50% closing ratio on these types of leads, improving sales skills with these somewhat price sensitive customers is key. This session will review the innovative "Advisory Selling Process" that uniquely applies to this segment of customers. But first we will discuss ways to attract customer paid repairs which work and how to go about implementing them in a low-cost way.
- To review the KPI's for the customer paid segment, to validate the "why"
- To understand various low cost marketing tactics to attract customer paid work
- To understand how to perform a simple ROI analysis on each of the marketing tactics reviewed
- To understand the "advisory sales process" and how it applies to the collision repair industry