Collision estimating software is cornerstone of estimator's sales process

Jan. 1, 2020
Imagine if you could generate an additional 10 percent of revenue by learning how to use a tool you already own more effectively.
Forness ABRN auto body repair collision repair estimator

Imagine if you could generate an additional 10 percent of revenue by learning how to use a tool you already own more effectively. No more capital investment, no new steps or work. All it would take is retraining your staff to make the most out of that existing tool.

Before I tell you about this tool and how to take better advantage of it, let's review the expanded role of the collision shop estimator. The role includes parts procurement and logistics to production management, customer service and automotive structural engineering. If that's not enough, the new responsibility may be the most important role of all: professional salesperson.

The tool that helps you become the best professional salesperson you can be is collision estimating software. It's the cornerstone of your sales process.

Getting the keys from your customers means closing sales. Because estimates in most parts of the country are free, repairing customers' cars is how you make money. What would one more car per week mean to your shop? How much would you spend in advertising and/or marketing to generate $10,000 more of monthly gross sales? One more retained estimate at the national average of $2,450 nets more than $10,000 in additional gross sales.

If you don't have a budget for advertising or marketing, that's not a problem. You already have the tools in your sales toolbox to retain more customers. Spend the time to understand how to use them. Your professionalism as the collision repair expert, along with the technology on your desktop, are important components of your sales toolbox.

For example, how many times have you explained to your customers the reason a door may need to be replaced and not repaired is because the high strength steel side impact beam may be bent. The damaged beam helps prevent impact intrusion into the car and is visible only after the interior trim is removed. If you use the estimating system graphics to show the HSS beam, it's easier to convey the problem and it allows you to make a powerful impression on the customer.

As an estimator, you've always understood your role in creating a sound repair plan; restoring vehicle safety; and contributing to customer service, quality and profitability. Now add a new key performance indicator: close ratio. Nationally, estimators get keys on 67 percent of estimates they write. In simple terms, for every 10 estimates written, shops fix less than seven cars. A 10 percent improvement in close ratio would equal one more car. One more car, at last year's average severity of $2,450, may mean additional job cost profit of $1,004 (41 percent). Annualized, that's increased sales of $127,400.

The process your shop uses to restore a customer's damaged vehicle to pre-accident condition consists of logical steps, from damage estimate to body repair to refinishing to delivery back to a happy customer. The process of selling the customer has a similar series of logical steps. Talk with the customer, diagnose the need and solve his problem. Use your knowledge and show the customer the estimating system graphics including substrate identification to sell the customer on your shop's capabilities. Educate the customer about what needs to be done and why his vehicle kept occupants safe. Ask for the job, and give the customer a limited choice of when you can fix the car: "Would Monday morning or afternoon work best to drop off your car?" Assume the close by asking: "Will you need a rental car while we repair your car?" These are just two examples.

To improve your close ratio, get sales training. It's available from many industry sources. Think about using the estimating graphics and the substrate identification to educate customers. Show them the computer screen while you talk about their vehicle repair needs. As always, leverage your shop's curb appeal, quality reputation, referrals and customer satisfaction index score.

Simply put, if you use all the tools in your sales toolbox, you'll get more keys.

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