Jeep Fanboy Hosts a Programmer Discussion

More speed, more power, more torque, and better fuel economy. A good programmer allows a driver to tap into the brains of a vehicle, maximizing performance and getting the most out of an engine. Many people worry that the rise of technology threatens the bond between man and machine. But we argue the proper programmer can actually strengthen that relationship, putting users in an entirely different kind of driver’s seat.

We sat down with Keystone Marketing Coordinator and Engine Block contributor Kris Lavery to unpack how shop owners can focus on stocking and selling the very best programmers. He also offers some insightful advice regarding how to make sure shops are providing customers with industry knowledge and service. To start, he has a rule of three that comes in handy.

“There are three keys, in my opinion, to increasing your average sale and building a loyal clientele that becomes your most effective form of advertising: know your product, know your customer, and have good/better/best options…but ALWAYS show them the best first!”

We plan to break down the discussion as it applies to a variety of categories, but up first—his fav—Jeep programmers.

What kind of advice would you give to auto shops interested in boosting Jeep programmer sales? How can they better connect with their customers?

“The key here is to position yourself as the Jeep Expert. You must know your product inside and out. Enthusiasm sells. So, if you or your staff don’t convey that passion and enthusiasm for the Jeep lifestyle, you’re not converting as many opportunities as possible. (And the ones that you are converting could probably be a lot better.)

Educate yourself online about the features, advantages, and benefits of a certain programmer:

• A feature is “What it is.” For example, speedometer calibration is a feature. It literally calibrates the speedometer.
• An advantage is “What it does.” For example, “This gizmo corrects the Jeep’s computer so that the speedometer can display the correct speed.”
• A benefit is “What it does for them.” For example, “After I install your new programmer, you won’t have to worry about getting a speeding ticket thinking you were driving under the limit.”

Seek knowledge online, from manufacturer reps, and through your distributor. Determine a good/better/best strategy for your programmer options. And remember: you are the expert. People these days are overwhelmed with information and will feel relieved if you present yourself as the voice of knowledge and clarity.

Additionally, having three options will lessen the chances of overwhelming the customer, and reassure them that you’ve done the research so that they don’t have to. Being able to FAB (Feature, Advantage, Benefit) your product selection to your customer will keep you on track without burying them in useless information.

How do you know what information is useful to your customer?

“The second key to a successful retail strategy regarding programmers (or anything else for that matter) is learning who your customer is and what his or her needs are. You can’t truly know the budget or knowledge level of customers when they enter your shop. Asking the right questions will guarantee that you can present customers with an appropriate package, because what you show them will be based on how they answered you.

For example, in asking a few probing questions to your customer, you’ve learned that they really just want bigger wheels and tires. This customer may not even be aware that recalibration of the speedometer is needed to compensate for the tire size and, consequently, didn’t budget for the extra expense. You don’t want to risk losing the sale by pitching a $500 programmer and having no other option to show. You also don’t want to short yourself by pre-judging your customer and showing them the entry level programmer because you think that’s all they can afford.

So, ask them how they found you. Perhaps a friend, whose Jeep you worked on, recommended you. Or they saw a build you just posted on Instagram. If so, this is a great time to earn trust and get them to drop their guard a little. Ask them, “So would you like a setup like that, or are you looking to one-up them?” They may chuckle a little, but their answer will give you an excellent starting point in planning what to show.

How do you know you’re hitting your target and making the proper sales recommendations?

“You properly educated yourself and picked three programmers for the customer–a good, a better, and a best model. For each of these selections, I highly suggest having one-to-go and one-to-show. Why? Because you absolutely need to have a working unit to demonstrate, as well as one ready to install or sell out the door. A working demo unit helps transfer ownership, as your customer begins to envision how this device will benefit them. (It’s also paramount that you have a warehouse distributor that can replenish your stock with next-day delivery… uh hum, Keystone…)

Since you already asked the appropriate questions of your customer, you have the information needed to recommend one of your three stocking options. Regardless of whether you have a counter-top display or you’ve installed one in a shop vehicle, start by showing your best unit. But keep in mind that this will only work if you ask permission first. Let’s say your customer has told you he’s on a tight budget. Unless you ask permission to show them the best, they may interpret your presentation as pressure to purchase something they can’t afford. This can break the trust you worked so hard to earn, and they may decide to leave and “think about it.”

What’s the best way to introduce customers to the very best you have to offer, without feeling like you’re pushing a sale?

“Try something like this: “OK, so based on what you’ve told me, I think I have a programmer that will work very well for your needs. Do you mind if I show you something pretty awesome that we just got in recently?” At this point your customer will likely say yes, giving you the green light to show them the best unit you offer. If, however, they object for any reason, move on to your other recommendation for their needs and close the sale.

If they say yes when you show them the best unit, let them touch it and interact with it. Show them what makes it the best. And a little free advice? Always practice your demonstrations. Whoever said “this product sells itself” was an idiot. Know how to wow someone who has given you permission and opportunity to do so. Even if you do a great job, you may still end up selling that entry-level unit. But you’ve made your customer feel valued, and exposed them to something cool to aspire to. However, they may just decide that only the best will do, and spend more than originally planned.

Is there a particular brand you’d recommend? And how would you go about selling it?

“I believe that all things being equal, people like to purchase known commodities. Superchips is a brand name that customers may recognize, which certainly helps them feel comfortable. If they are not familiar with the brand, make sure to “romance” the manufacturer. Be sure to have romancing statements ready about every supplier you stock. For example, walk up to the unit you are ready to pitch. Start by saying, “This is the TrailCal from Superchips. They were one of the very first companies to specialize in tuning vehicles with computer controlled fuel injection systems, and are now owned by the Holley Performance Group, one of the largest names in the world of power and performance.”

Boom. Romancing a manufacturer to a customer helps start the beginning of a beautiful relationship. Regarding Superchips, I am a big fan of what they offer for the Jeep customer. Their TrailDash2 is as good as it gets for programmers and is loaded with value-added features—especially to Rubicon owners. The TrailCal is a bit less expensive but maintains all the cool factor of the TD2, without the power programming. The FlashCal series offers bulletproof, reliable basic calibration and diagnostic tools.

So, there you have it folks. Know your product, know your customer, and always have three options at-the-ready. And remember, always put your best forward first. Do you have any sales tips you’d like to share? Chime in below!