Marinucci: Use clear language to describe vehicle issues

Sell more successfully by communicating with clear, concise, classy and familiar words and expressions.

Savvy sales professionals speak carefully because all terms and phrases do not convey the same meaning that others do.

In previous columns, I emphasized that words matter. I encounter tire dealers and service shop operators who act as if this is a foregone conclusion.

I have been visiting automotive service facilities across the nation since 1976. Many years of firsthand observations have convinced me that respecting the power of words is anything but common practice in auto repair businesses.

Let me put something into perspective. The Latin root of communicate means "to make known, to make common." In other words, express yourself by finding or creating something in common with your audience or listener.

The most important listeners inside a tire dealership or service shop are customers — both the regular clientèle and prospective new patrons.

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Attending sales training classes is one way to learn vital communication techniques. For experienced service sales personnel, these seminars also are worthwhile venues at which to refresh or hone their skills.

Additionally, seize opportunities to learn from the old hands: Scrutinize service salespeople who have cultivated a loyal following over a long period of time at a tire dealership or service shop.

Successful service sales professionals may not realize it, but typically they "make common" with motorists by using clear, familiar words and expressions.

These folks speak as plainly and politely as practically possible; they instinctively use classy or dignified terms instead of potentially coarse or crude words.

Some sales pros have refined their speech so well that their customer engagement seems smooth and effortless.

This plain-speaking sales approach works because it shows motorists respect and earns their trust. For years, sources have told me that they cannot put a dollar value on earning — and maintaining — motorists' respect and trust.

Savvy salespeople have reminded me that many consumers encounter excessive crudeness, coarseness and vulgarity in their daily lives.

Furthermore, they believe that those who possess self-respect will not denigrate themselves by sounding vulgar — especially in a public encounter such as a sales transaction.

Many consumers will not respect — let alone trust — salespeople who do not respect themselves.

Plain, dignified speech sounds down-to-earth instead of lofty or uppity. It also reflects admirable traits such as self-respect, self-awareness and confidence.

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Earning trust counters negative impressions many motorists have of the auto repair industry. Having endured bad experiences, some people think auto service is an inherently dodgy business.

Slowly but surely — one straightforward transaction at a time — tire dealers and service shop operators can change that perception.

Winning trust also helps consumers cope with intimidating technology on modern vehicles. Motorists love this technology when it provides performance, safety and comfort.

But the moment sophisticated systems fail, that vehicle is nothing more than a costly, cantankerous, cussed car in the customer's mind.

Largely due to vehicle design, high-dollar work orders are common today. Earned trust helps service writers confidently justify costly, high-tech repairs.

For me, there is a stark contrast between these selling scenarios and explaining a needed carburetor overhaul back in the 1960s.

Fortunately, today's service writers have slick sales aides such as detailed illustrations, elaborate component cutaways, animations and videos.

Nonetheless, the ultimate sales clincher may be gaining trust via plain speaking — especially with tough prospects.

Some sales pros assert that communicating effectively is more of an art than a science. You may question that conclusion but I hope you will not question the need to practice the technique.

The more earnestly you practice plain speaking, the more easily you will engage — connect with — people on the other side of the service counter.

No two sales prospects are exactly the same. Therefore, justifying a costly repair job to them will not necessarily be the same, either.

Word choices that engage one motorist may not necessarily succeed with another one.

Patiently listen to the prospects' follow-up questions. Watch their facial expressions and overall body language because it often telegraphs how they are receiving your message.

A negative reaction may signal the need for simpler, clearer words and/or more-familiar examples than those you've already used. A salesperson is on the right track when the prospect reacts favorably to these revisions.

Service salespeople use a variety of words, phrases and examples to simplify auto repair for customers. I will cite two convenient examples here.

Modern vehicles have a multitude of on-board computers performing various chores. A vehicle manufacturer may name a computer a regulator, module, node, controller, etc.

Some service writers told me that these names seemed to intimidate or confuse customers. Consequently, they began using their own generic terms — computer or mini-computer.

"Today, the word computer is simpler and more familiar than the other terms," a salesperson told me. "It is familiar because most people have 'a computer' at home and at work."

A computer only performs as well as the data it receives. Numerous sensors feed vital data into onboard computers and these sensors are more likely to fail than the computer itself.

A failing sensor may wreak havoc with computer operation because it is sending erratic, intermittent data. Sometimes this confuses a motorist.

I have heard several seasoned service writers clarify and familiarize this breakdown with current computer lingo: Garbage in, garbage out.

More specifically, the failing sensor is feeding the computer garbage instead of clear, consistent data. Therefore, the computer reacts with garbage instead of logical decisions.

In conclusion, remember the old axiom — err on the side of safety. Likewise, err on the side of simplicity, dignity and familiarity when speaking to customers. I bet they will appreciate your approach.