12d • General discussion
The Champion Way of Presenting to Customers
I am proud to say I do not hire a sales staff at my shop.
My duty is to provide the customer with the information they need so they can make an informed decision regarding their vehicle and their investment.
At Champion Tire, we provide:
• Pictures of common wear points
• Measurements of components like brakes and tires
• CARFAX service history
• Manufacturer recommendations (not just the vehicle manufacturer, but fluid manufacturers as well)
• Technician descriptions and notes
• A clear, easy-to-understand grading system
This allows the customer to see the full picture before making any decisions.
If a job has a higher potential for additional charges — such as rusted components or brittle plastic — I inform the customer before any work is authorized.
I do not make two presentations.
The last thing I want is for a customer to approve $1,000 in maintenance only to later receive a call saying:
“We found $1,000 in safety issues that should have been prioritized first.”
That creates financial hardship and damages trust.
Instead, before anything starts at Champion Tire, we perform a Digital Vehicle Inspection (DVI).
The inspection itself takes about 20 minutes, or about 30 minutes when you include the CARFAX review and building the estimate.
This allows us to prioritize our findings first, so the customer can spend their budget on the items that matter most.
During the initial write-up, I do not talk about money — not even diagnostic fees.
If the concern is obvious and can be found during our free visual inspection, there’s no reason to create friction at the beginning of the interaction.
After the visual inspection or DVI is completed, if diagnostics are required, we explain the specific testing that needs to be performed and the cost associated with that test.
We make sure the customer understands:
“This price includes X, Y, and Z tests. If we do not uncover the issue with these tests, we will call you with the cost for additional testing before moving forward.”
We always address the customer’s initial concern first before sending the DVI results.
Once we have identified the issue, we present our findings in this order:
- What looks good on the vehicle
- The cause of the customer’s initial concern
- Items that contributed to the issue
- Any safety-related items found
- Necessary repairs
- Maintenance services supported with pictures
- Mileage-based recommendations based on CARFAX history
If there is a chance that we may encounter additional issues that could increase the cost, I explain that next.
Then I explain how long the repair should take — adding about 50% more time than expected to set realistic expectations — and give them the out-the-door price.
Then I stop talking.
If the customer says no, I listen carefully to their objection.
I then present the initial concern, safety items, and repair items again, offering a solution to their objection.
Then I stop talking again.
If they object a second time, I listen again and offer a price only for the repair of their initial concern, along with another solution to their objection.
Then I stop talking.
If they say no a third time, I stop presenting entirely and begin empathizing with their situation.
Anything after a third “no” will make you look pushy, and customers will often lose trust.
Stopping after the third “no” — if the presentation was done properly — actually increases the chances that customer returns later once they overcome their own objection.
And when they do return, they remember that you respected their decision.
That keeps you in a positive light and builds long-term trust.
That’s The Champion Way.
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The Champion Way of Presenting to Customers
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