Module 04 · Service Advisor
Menu Sales
The Dyer SOP says it plainly: "Use menu selling in CDK to present recommendations." But there's a big difference between using the tool and using it well. This module is about the difference.
The Lens for This Module
A menu isn't a way to sell more. It's a way to make the customer's decision easier. Respect shows up in giving them real options instead of one pricey quote. Family treatment shows up in how you explain what each option does for them. Pride shows up in a menu that sounds like you, not a robot.
What You'll Learn
By the end of this module, every advisor will be able to:
- Build a Good / Better / Best menu in CDK in under 90 seconds.
- Present a menu over the phone without sounding scripted.
- Help customers understand why preventive maintenance matters — not just what it costs.
- Use anchoring and sequencing to make the right choice the easy choice.
- Handle menu objections using the LARR framework from Module 03.
Module Map
Work through the lessons in order. Each takes 5–10 minutes. Knowledge check at the end requires 80% to pass.
1
Why Menus Win
✓ Done
2
The CDK Menu Tool
✓ Done
3
Good / Better / Best
✓ Done
4
Natural Delivery (Not Scripted)
✓ Done
5
Selling Preventive Maintenance
✓ Done
6
Anchoring & Sequencing
✓ Done
7
When the Menu Meets Objections
✓ Done
Practice & Assessment
How Module 04 Lives the Dyer Values
- Positive attitude → A menu is an offer, not a pitch. Energy comes through over the phone.
- Respect → Give the customer real choices. Three options, one decision, no pressure.
- Treat customers like family → Explain what each tier actually does for the car. No tier should feel like a rip-off.
- Pride → The menu should sound like you, not a sales script. Customers can tell.
- Win together → The tech's video + the parts pricing + your menu — all three working together.
- Excellent and easy → A good menu makes the customer's job easier, not harder. Easy beats fancy every time.