There’s a continuous battle going on within each of us. It’s a battle between our emotions and logic. Sometimes it’s a hot battle, and other times there’s more of a ceasefire or temporary truce. However, hardly a day goes by without the two opposing forces facing off in some fashion.
Common emotional triggers include challenging life circumstances, watching or participating in sports, controversial newscasts, family matters, medical issues, critical business decisions, significant purchases, and many more.
When emotions run high, logic and rational thinking, go out the window. Making rational decisions in emotional circumstances is difficult – maybe unrealistic. This is why counselors and therapists advise their patients to avoid making significant decisions while in the middle of a crisis.
Similarly, as service advisors, we should help our customers make rational, logical decisions amid the emotional stress of major vehicle problems. Nobody wants the hassle or expense of vehicle repairs, even when they need them. Plus, our industry doesn’t rank very high on the trust spectrum.
It’s difficult for us to relate to how emotional it is for our customers facing major vehicle repairs. To us, car repairs are no big deal. It’s what we do every day. But for our customers, a major car repair could be their biggest financial decision of the year.
Perhaps we can better understand how emotions cloud our logic if we look at something we’ve personally gone through. I recently faced a very emotional situation. As I reflect on my experience, I see similarities to what our customers might go through as they try to make rational decisions amid emotional circumstances. More importantly, there are lessons for us in this story to help us do a better job for our customers.
Last January, my little dog, Willie, started acting differently. He was always happy, jumping and playing, and loved going for walks. However, he became less active and, within days, lethargic and seemingly oblivious to his surroundings. He was 14 years old but never showed any signs of aging.
Being new to Prescott, we didn’t have a relationship with a veterinarian. We’d heard that getting into a Vet was difficult. I looked at online reviews and settled on the Prescott Animal Hospital. They’ve been in business since 1947 and have good reviews. When I called, the receptionist was kind and patient as I explained our concerns about Willie. To my surprise, she said, “This sounds urgent, so I’m going to squeeze you in today. How soon can you get here?”
My wife, Sue, and I feared the worst but hoped they’d prescribe some medicine or treatment that would quickly get him back to normal. Our Vet, Dr. Nicole Howey, expressed compassion toward us and was very thoughtful, gentle, and thorough in her examination of Willie. She told us that he had a significant heart murmur, and at his age, he likely had kidney issues that could be the root cause. She suspected that his heart was the cause of his lethargy. Dr. Howey shared that she’s going through the same thing with her dog and understood our concerns.
Dr. Howey’s comment about her dog led me to ask, “If Willie was your dog, what would you do?” She told us that she ran a panel of laboratory tests, adding that because she’s a Vet, these tests were less costly for her than they’d be for us. She explained that the tests would tell us if his condition was treatable but warned us that they might signal that the end was imminent. Dr. Howey added, “I can see you’re concerned and love Willie. You might find it easier to decide on the next steps if you have all the facts.”
We decided to get the tests done, and I have no regrets about that decision. However, after a weekend of hoping, the test results weren’t what we wanted to hear. Willie’s kidneys were shutting down. Dr. Howey explained our options. We could treat him with meds and a special diet to prolong his life, and he might feel better for a while, but nothing would reverse his condition. She also advised us that due to his age, he might not respond to the treatment, and he could pass away in his sleep any day.
Sue was more pragmatic about it than me. She felt we should end Willie’s discomfort. To help us reach an agreement, Dr. Howey talked about the pros and cons of the alternatives. The one thing that jumped out was her question, “If you choose to treat him, are you prolonging his life for him or you?” That was a blunt but somehow still compassionate question. But it did cause me to think rationally rather than emotionally, if only for the moment. The answer, of course, was that I was doing it for myself.
It took another five days for me to agree with Sue. While it still was very emotional and difficult, I’m content that it was the right thing for Willie, and now that it’s over, it was the right thing for us too.
The following points are instructional for us as service advisors.
- Note that, like our customers, Sue and I were concerned about getting in quickly and unsure who to trust with Willie’s care. We used online reviews, and your customers will too.
- The receptionist was very thoughtful, asked questions, and listened. She made an accommodating offer to get us in right away. If she hadn’t squeezed us in, I would have kept calling other Vets to try to get in that day. So will your customers.
- We arrived hoping for a simple solution. Ever had a customer hope a fluid change would fix their problem?
- Once we arrived, Dr. Howey immediately established a safe, caring environment and performed as thorough a diagnosis as she could without additional testing. Does this sound familiar?
- Dr. Howey built rapport with us by sharing her personal story. She explained her observations and discussed alternatives for the next step(s). These are trust-building steps you can use too.
- When I asked what she’d do if Willie were her dog, Dr. Howey explained (but didn’t tell us) what we could do – she reasoned with us. Our customers think the same way. Don’t some ask what we’d do if it were our car?
- Her answer was a good one. What if we said something like, “Well, because I’m in the car repair business, it’s an easier decision for me. However, if you want to have all the facts to make an informed decision, the best next step is an extended diagnosis that includes (fill in the blank).
- While the tests were being done, Sue and I had to wait on pins and needles over the weekend for the results. While your customers may only wait a few hours, they’re also worrying about the test results.
- Notice how Dr. Howey gave us the test results and alternatives – even though the options weren’t all that great. As service advisors, we should give our customers choices and, most importantly, allow them to choose what’s best for them. Of course, it’s our responsibility to provide facts and explain the likely outcomes of each option.
- Finally, whether she knew it or not, Dr. Howey used one of my favorite sales methods to help us make our decision. Sales trainers call it the “Benjamin Franklin Close.” However, I’ve never liked that name. I’ve renamed it “The Benjamin Franklin Decision-Making Method.”
I love the Benjamin Franklin Decision-Making Method because it’s low-pressure and helps customers move from emotional to rational thinking. Plus, it’s fun and effective. Salespeople and customers commonly experience a little anxiety when it’s time to make a decision. I’m sure Dr. Howey experienced a little anxiety when she asked us what we wanted to do. As a service advisor, don’t you notice a little tension just before asking the customer to approve the job? However, your anxiety is pale compared to theirs if you don’t have their trust.
I believe closing should occur naturally without stress for the customer or the salesperson. Here’s a nutshell version of how to use The Benjamin Franklin Decision-Making Method.
When a customer reaches a point of indecision on going ahead with a job, say, “Sometimes making major purchase decisions can be difficult. You’ve probably heard of Benjamin Franklin. He was one of America’s Founding Fathers, and historians consider him a wise thinker. When Ben faced a major decision, he used this decision-making method. Let’s see if it helps you.”
- Draw a line down the center of a piece of paper.
- At the top of the left side, write, Do the Repairs.
- At the top right side, write, Don’t Do the Repairs.
- Now explain, “Ben, would list all the reasons for and against the decision. When he finished, the decision was usually quite clear. Let’s do the same thing for you.”
- Start with the Reasons for doing the repairs. Get them started with some easy ones like the car will be more valuable, the car will be more dependable, it will cost less than replacing the vehicle…
- Don’t rush; let them think. If they overlook anything or get stuck, help them with this list.
- Next, say, “Now, let’s list the reasons not to do the repairs.” This is a more challenging list because they’ve just listed all the reasons to do the repairs. Plus, whenever they mention a reason not to, there’s probably one on the other list to counter it.
- Resist helping with this list.
In our minds, we all use this decision-making process even for simple purchases like gasoline, “Should I go around the block to save 5 cents a gallon or just pull in here and pay more?” or “Should I buy a lifetime supply of mayonnaise at Costco or a manageable size at the supermarket?”
Regarding my experience at Prescott Animal Hospital, I felt good about my decision when it was all said and done. While Dr. Howey let us make the decision, as I write this article, I can’t help thinking that she guided us to the conclusion that she thought was the best one. Isn’t that a great outcome? Isn’t that something worth striving for in helping your customers make better auto repair choices?
Wouldn’t we be better service advisors if we helped our customers make sound rational decisions in the middle of emotional circumstances?
Writing this article reminded me of our friend and mentor here at GEARS Magazine and ATRA, Steve Bodofsky. Steve published a wonderful book just before he passed almost 4 years ago. “The Rainbow Bridge” is a beautifully illustrated poem that tells of a special place where our furry friends go “when their time on earth is over and done.” It offers a promise of a shared tomorrow with our special friends. You can order the book on Amazon Books for under $12. I recommend it for anyone who’s lost a pet.
