Estimating is not the same as closing sales

Jan. 1, 2020
The industry average for moving an estimate to a sale is between 60 percent and 70 percent, so about 30 percent of estimates are not being sold.

Some people think estimating and closing sales is the same thing. In reality there is quite a difference. The industry average for moving an estimate to a sale is between 60 percent and 70 percent, so about 30 percent of estimates are not being sold.

I have talked to estimators after they have written estimates and asked them if they asked for the sale. Some reply, "I showed them the estimate." Others give me the deer in the headlight look and say they told the customer to see the receptionist to schedule an appointment. My next question should be, is the receptionist the only one who can sell the repair? I agree they should be the first person who attempts to sell the job but there are several other times during the estimating process that selling the repair can take place.

The receptionist is generally the first person to meet the customer, which gives them the first opportunity to sell the repair. Selling the repair at the first meeting can eliminate the need to write an estimate. The receptionist can schedule the repair and assign it to blueprinting. It would be great if they all worked out that way but most customers want the estimate.

If the customer wants an estimate the receptionist can give them a folder that includes an information sheet that describes your collision operation, a copy of the repair process and a copy of your lifetime warranty to read while they are waiting for the estimator. Providing them this information will allow them to learn about your business and open the door for the estimator to sell the repair during the estimating process.

When the estimator greets the customer that information can be discussed, the estimator can answer any questions, a customer information sheet should be filled out by the estimator and an offer to schedule the repair made. Having the estimator fill out the customer information sheet will give the estimator an opportunity to better understand the customer and develop a rapport. That rapport will be beneficial as the estimator works to close the deal throughout the estimating process. The repair process sheet in the folder can help illustrate to the customer that an estimate is not really needed to repair their vehicle. Indicating that scheduling the vehicle for a damage assessment through a blueprint process is the preferred method, an opportunity to sell the repair without an estimate is created. Once again, some customers are going to want the estimate.

While inspecting the vehicle for damage the estimator should look for hidden damage potential. Potential hidden damage can be used to readdress the blueprinting process to the customer indicating that a complete damage assessment would be their best option. Explaining to the customer that the potential for hidden damage would not allow complete documentation of the damage and blueprinting would be the most accurate way to provide a complete damage assessment. The estimator should then give the customer a date to drop their vehicle off for a complete damage assessment and repair.

Those three scenarios describe opportunities to close the deal without writing an estimate. There will be times a customer will still want you to write the best estimate you can, and that is OK, just don't look at it as a sign that you should stop selling. There are still opportunities to close the deal.

There will be simple estimates on vehicles that have very little damage. While you are inspecting the damage you can remind the customer about your Quick Lane procedure where small damage like theirs can be fixed in a day. Giving customers with small repairs specific dates is the best way to close them. These statements give some examples; "I can get this repair in on Thursday and have it back to you Friday morning. Will that work for you?" or "I have an opening for a repair this size on Wednesday."

On the vehicles with more damage you should discuss the repair process while documenting the damage. Explaining the repair process will help assure the customer that they will receive a good repair and give them confidence in your abilities. As a soft close, remind the customer about the lifetime warranty brochure in the information folder as you walk the customer back inside so you can finalize their estimate.

After completing the estimate you should review it with the customer, compare it to the repair process, identify the number of days required for repair and give the customer a specific day you will be able to start repairs on their vehicle. By giving the customer a specific day you decrease their ability to say no and that should be your goal through this entire process.

Sponsored Recommendations

Best Body Shop and the 360-Degree-Concept

Spanesi ‘360-Degree-Concept’ Enables Kansas Body Shop to Complete High-Quality Repairs

How Fender Bender Operator of the Year, Morrow Collision Center, Achieves Their Spot-On Measurements

Learn how Fender Bender Operator of the Year, Morrison Collision Center, equipped their new collision facility with “sleek and modern” equipment and tools from Spanesi Americas...

ADAS Applications: What They Are & What They Do

Learn how ADAS utilizes sensors such as radar, sonar, lidar and cameras to perceive the world around the vehicle, and either provide critical information to the driver or take...

Coach Works implements the Spanesi Touch system

Coach Works Uses Spanesi Equipment to Ensure a Safe and Proper Repair for Customers