All body shop employees need to realize that in addition to the nuts and bolts of repairing cars, they also are engaged in the sales trade, according to industry consultant Bernie Blickenstaff, who conducted a Friday NACE seminar “Salesmanship Skills for the Estimator.”

“The main point is to bring an awareness to shop personnel that they are in the sales business. Job number one is to sell the job,” says Blickenstaff, president of Collision Management Services.

“Estimators are arguably the most valuable employees of a collision center since their work largely determines a collision center’s sales, the profitability of a repair job, productivity based on the number of labor hours sold, technician pay in a flat rate shop, and customer satisfaction,” he says.

“However, many estimators are not consciously aware that they are in the sales business,” Blickenstaff says. “They get so caught up in the routine of writing estimates and following-up on open estimates that they do not practice basic selling skills. Like any other product or service, it is necessary to sell the consumer on why this is the best place to have their vehicle repaired.”

In many cases, vehicle owners who have been in a wreck don’t need an estimate at all; they just need assurance that your facility is the correct establishment in which to have the work done – and that the shop’s employees will take care of all the details with the insurance company.

The goal then is to “maximize the value of the repair either by effective selling to the consumer or effective negotiation with the insurance adjuster,” Blickenstaff says.

“Naturally, the sales approach may vary based on qualifying the needs and interests of the potential customer, and taking into context the age and condition of the vehicle,” he continues. “The sales process goes through a cycle of approaching the prospective customer, qualifying their needs, making a proposal and closing them.

“At this point, if the potential customer has any objections, this is when selling begins by expressing empathy, educating them, and then re-closing them. Our objective is always to get a commitment from the customer. Get the keys,” he stresses.

“There are additional opportunities to utilize selling skills to sell the repair of additional damage, detailing, routine maintenance, and when dealing with insurance adjusters.” By understanding the needs of the adjuster (managing cost while retaining a satisfied policyholder) as well as your own needs (to be paid properly for the correct repair and be profitable), a shop can utilize the same selling process to successfully negotiate a transaction that meets both sets of needs, he notes.

“While it is important for estimators to fully understand proper repair procedures and documentation, such as procedure pages and manufacturers standards, it also is essential to understand that selling is a process between individuals that takes patience and persistence,” Blickenstaff says.

“By understanding and practicing the techniques of effective selling, collision centers will be more successful, profitable and productive,” he reports. “It’s all selling.”