Recently we have received requests for information about bringing more work to the door of a collision center. In the next several editions of IMPACT Collision Solutions, John Halstead will explore various opportunities to increase the sales of a collision center. Naturally, the first place to begin is to focus on how to capture more of the business that already comes to the door. Collision centers are in the SALES business just like every other enterprise. Simply writing an estimate and hoping the consumer returns is no longer acceptable. Consumers have to be SOLD. You must demonstrate to them that you understand their needs, empathize with their predicament, and the service you provide is “better” than anyone else in your market. In this edition, we will describe how to better identify and address the needs of a consumer who is seeking collision repair service, and how to measure your success in closing the sale.
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