It’s no secret that ride control and suspension service can be a bit of a hard sell. But there are ways to tap into that business, while simultaneously performing a service that optimizes ride quality and makes customers’ vehicles safer.
Adam Strobe, senior brand manager at DRiV Inc., says connecting with and educating the customer is key.
“Drivers know when something feels off with the ride of the vehicle, but they often aren’t aware of how ride control and suspension parts work together to contribute to the ride and handling of their vehicle,” he says.
In addition, the average vehicle owner may not realize that ride control and suspension components affect more than passenger comfort and drivability and can actually impact safety, he notes.
Since many customers don’t recognize the associated risk of neglecting maintenance of these components, issues may go unmentioned or unchecked until brought up preventively by a proactive technician or until they are called out during a vehicle inspection.
Strobe suggests having conversations with customers to educate them on why ride control service is necessary and that safety hazards may result if existing issues go unaddressed.
“When talking to customers about potential repairs, use it as an opportunity to explain the importance of ride control and suspension parts,” he says.
The greater a customer’s awareness about how these parts work to enhance on-road protection, the greater the likelihood that they will see value in completing the service, according to Strobe.
The average customer may notice a gradual decline in ride quality or comfort and think that it’s a minor inconvenience, not recognizing that there are bigger issues related to safety also at play, he says.
That’s why customers should be made cognizant of long-term risks, he says, such as reduced car stability when cornering, premature tire wear and other factors.
Strobe says discussing these points can give customers a new perspective that can shift the conversation from a repair that’s needed for personal convenience to a matter of safety.
But it doesn’t have to be all talk. Strobe stresses the need for visuals to drive points home.
“It can be helpful to show on the vehicle what the parts do and how they improve the vehicle’s ride and handling.”
And keep it simple while highlighting why ride control service is necessary.
“Explain everything in an easy-to-understand manner, using plain language,” Strobe says, with the understanding that you’re building a relationship with the customer.
This may mean investing effort in an eventual sale versus an immediate sale.
Education mindset
“Have a mindset of education in everything you do,” says Strobe, who emphasizes the importance of making recommendations for future services before they’re needed, so that customers are more informed about what will be required at a later date. This also allows time for customers to deal with potential sticker shock.
“When a customer comes in for an oil change, use it as an opportunity to talk about repairs that will be needed down the road. By doing this, they won’t be surprised in six months when you tell them that they need new shocks.”
Strobe also says dealers should make sure customers have touch points to take home or materials around the shop to spark interest in services offered. “Consider creating educational posters and brochures to put in your waiting room. Your customers can learn while they’re waiting for their vehicle to be serviced.”
On-site marketing materials can serve as a conversation starter to get customers engaged and asking questions. They’re a great way to proactively let customers know ride control and suspension ser vices are available before an urgent need for repair arises and without the affront of a hard sales pitch, says Strobe.