Let’s address the elephant in the service drive: Service advisors are salespeople.

If that statement makes you uncomfortable, it’s probably because “sales” has a bad reputation in fixed ops. Many dealerships and advisors resist the idea of selling because they associate it with pushy tactics, upselling things customers don’t need, and high-pressure closing.

But here’s the truth: Sales isn’t about pressure—it’s about problem-solving. And the best service advisors aren’t just processing repair orders; they’re helping customers make informed decisions that keep their vehicles safe and performing at their best.

So, let’s flip the script: What if embracing the sales aspect of the job actually made service advisors more trusted, more successful, and more profitable?

The most successful salespeople in any industry don’t “sell” in the traditional sense. They educate, they consult, and they provide solutions.

Think about it: When a customer comes in for an oil change but their brakes are worn down, do we:

• Explain the situation, show them the worn brake pads, and offer a solution?
• Or stay silent because “we don’t want to sell them something” and let them drive off with a potential safety issue?

A great service advisor doesn’t push—they inform. Customers can’t make good decisions if they don’t have all the information. Selling, when done right, is actually an act of good customer service.

Pro Tip: Instead of focusing on “selling,” focus on helping customers understand the value of the service. People don’t buy things they don’t understand.

Customers don’t come to a dealership because they love spending money on car repairs. They come because they want to feel safe, avoid car trouble, and extend the life of their vehicle.

An advisor’s job isn’t just to sell services—it’s to sell confidence.

Trust is built through transparency. Customers are more likely to approve work when they see why it’s needed. Video MPIs, photos, and simple explanations turn skepticism into trust.

Confidence comes from clarity. Customers should leave the service lane feeling like they made the best decision for their car—not like they were pressured into it.

The best advisors don’t “sell” repairs—they sell peace of mind.

Pro Tip: If an advisor wouldn’t recommend a repair to their own family member, they won’t recommend it to a customer.

Here’s the reality: Service advisors who embrace sales skills make more money, have higher customer satisfaction scores, and advance in their careers faster.

The Difference Between Order-Takers & Top Performers:

• The order-taker writes up what the customer asks for and moves on.
• The top-performing advisor takes time to educate, explain, and guide the customer to the best decision.

When advisors present services confidently, they:

✔ Increase their customer pay close rate

✔ Boost their average repair order value

✔ Improve customer retention & CSI scores

✔ Build long-term trust with customers

Pro Tip: Advisors who view themselves as educators—not just order processors—consistently earn more commission and have higher job satisfaction.

If we expect service advisors to be effective at presenting recommendations, they need sales training—just like the sales department gets.

How to Train Advisors in Ethical Selling:

• Teach them to ask great questions. “What’s most important to you in maintaining your vehicle?” builds engagement.
• Role-play real customer scenarios. Train advisors on how to handle objections, explain pricing, and build urgency without pressure.
• Show them how small changes impact their paycheck. When advisors see how closing just one more maintenance service per day can add thousands of dollars to their income, they become more invested.

Pro Tip: Service managers should hold weekly coaching sessions to refine sales skills just like a sales desk would.

Service advisors are salespeople in the best way possible—they guide customers to smart, informed decisions about their vehicle’s health and safety.

✔ Sales isn’t about pushing—it’s about educating.

✔ Customers don’t trust what they don’t understand—help them see the value.

✔ The best advisors make more money because they sell confidence, not just repairs.

✔ Sales training is service training—it’s about communication, trust, and customer satisfaction.

So yes, service advisors are salespeople. And that’s a good thing.

Want to train your advisors to sell with confidence, not pressure? Let’s talk!