Tatnall Insights | Aftersales Performance

Customer Service Advisor
Or Service Sales Executive?

Perhaps one of the most important sales roles in the dealership isn’t called a sales role at all.

I was recently reading a job description for a Customer Service Advisor and it got me thinking.

Are they really advisors?

Or are they actually sales professionals working within the service department?

For years, the automotive industry has called the role a Service Advisor.

The title suggests somebody who simply advises customers on the work their vehicle needs.

But is that really what happens every day?

The Vehicle Health Check Reality

Having recently completed dealership cover within an aftersales department, I saw first-hand the impact a great Service Advisor can have on both customer safety and business performance.

Every day technicians identify additional work through the Vehicle Health Check process.

The work has been identified.

The need exists.

The question is whether the customer understands why it matters.

Because if they leave without taking action, the issue doesn’t disappear.

• The tyres are still worn.
• The brakes are still below specification.
• The suspension component is still deteriorating.
• The vehicle is still potentially unsafe.

The Opportunity Sitting In Plain Sight

One of the biggest observations from my recent dealership cover assignment was the amount of identified work being left unsold.

Not because the work wasn’t needed.

Not because customers couldn’t afford it.

But because the conversation wasn’t happening effectively.

When Advisors confidently explain findings, build trust and help customers understand the consequences of delaying repairs, the results can be transformational.

In many dealerships, converting just a small percentage of Red and Amber work can generate an additional £2,000–£3,000 per day in labour and parts sales.

Humans Buy From People

Some people dislike the word “selling.”

They prefer words like advising, informing or educating.

The reality is that every purchase requires a decision.

Customers buy from people they trust.

• Safety
• Reliability
• Convenience
• Confidence

The Industry Challenge

The industry has become increasingly focused on technician utilisation, efficiency and productivity.

All important metrics.

But many dealerships continue to overlook the biggest opportunity sitting right in front of them:

The best Service Advisors understand:

• Customer psychology
• Communication
• Objection handling
• Trust building
• Value creation
• Vehicle Health Check presentation
• Follow-up discipline

These are sales skills.

And that’s okay.

Because when performed ethically, selling isn’t about pressure.

It’s about helping customers make informed decisions.