Sales Tip: Sell the bigger picture

June 20, 2024
Some shops back off when they see an expensive product, so try putting that price into perspective.

When Cornwell Quality Tools distributor Steven Errichetti talks with shops that are seeing repairs that include ADAS calibrations, and he hears the shop is sending those calibrations to be done elsewhere or having a mobile technician come in to perform them, he asks, “Don’t you want to save that money and put it in your own pocket?” 

He notes that ADAS has become prevalent enough in his area that some of the shops he visits have told him they see three to five vehicles a day that need ADAS calibrations performed. At that rate, Errichetti explains, shops are paying off the cost of an ADAS unit much quicker than they realize. For some shops, offering ADAS services may offer them more profit in the long run.

When a shop sends out a vehicle for ADAS work or has someone come in to handle the ADAS calibrations, it’s still their responsibility to ensure that the vehicle is properly calibrated. 

“If somebody did a calibration, and they did not do it properly,” Errichetti says, “And they end up doing the final inspection and giving it the ‘okay’ and [the customer] leaves with their car not calibrated properly, it’s still [the shop’s] responsibility because their name is on the final bill.” 

This sort of mistake has the potential to ruin a shop’s reputation. Having the calibrations done in-house, Errichetti notes, provides the shop with a sense of security because they know the job has been done right.

About the Author

Emily Markham | Editor | PTEN and Professional Distributor

Emily Markham is the editor of  Professional Tool & Equipment News (PTEN) and Professional Distributor magazines. These publications are part of the Endeavor Business Media Vehicle Repair Group.

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