Shops want to buy equipment that provides demonstrated value. If they can see how a product will save them time and effort, they will be more likely to purchase it. This is especially important for thermal imaging tools, since many shops believe that these tools are cost-prohibitive and out of budget.
“Thermal imagers are a high impact and hands-on tool,” Richard Wexler, Director - Instruments of FLIR, noted. “Use a security cable if needed, but make sure customers can handle the imager and try it out. Seeing is really believing, and that’s what will get customers excited. The best way to demo it is to let them try it on a car they’re working on, or to scan your truck’s components to see what it reveals.”
As a conversation starting point, ask the shop if they ever have a hard time convincing customers to agree to repairs. If they say yes, ask if the ability to show a customer a vivid picture of what’s wrong with their vehicle might help build trust and get them to agree to complex repairs that can be hard to explain.
This is a difficult product category to sell without a demonstration if the shop doesn’t already use thermal imaging tools. Distributors that are able to show how this tool category can streamline vehicle diagnostics will have a competitive edge when selling to shops.
“Many prospective customers have preconceived notions that thermal imagers are cost-prohibitive and out of budget,” Wexler says. “Don’t end the conversation there. Prices have come down dramatically, even over the last few years. Make sure they know that!”
Thermal imaging tools are not a specialty tool—they are a tool that can be used for a variety of diagnostic applications. Boost sales by helping prospective buyers understand how this powerful tool category could change their day-to-day diagnostic process to make it more efficient.
