Module 03 · Service Advisor

Overcoming Customer Objections

Objections aren't rejection. They're requests for more information, more trust, or more time. The advisors who hit the top of the board don't avoid objections — they welcome them. This module teaches you how.

The Lens for This Module

Objections are where the Dyer values get tested. Respect shows up in how you listen. Family treatment shows up in how you make the customer feel heard. Pride shows up in calm confidence — not slick comebacks. The customer who hesitated and then said yes will tell ten people you took care of them.

What You'll Learn

By the end of this module, every advisor will be able to:

Hear an objection without getting defensive.
Use the Listen → Acknowledge → Reframe → Recommend framework on any objection.
Handle the top 10 objections you'll hear this week with calm, family-style word tracks.
Know when to push, when to pause, and when to let it go (without losing the customer).
Document declined work properly so today's "no" becomes next visit's "yes."

Module Map

Work through the lessons in order. Each takes 5–10 minutes. Knowledge check at the end requires 80% to pass.

Why Objections Matter

6 min · Foundation

✓ Done

The Listen-Acknowledge-Reframe-Recommend Framework

8 min · Core Skill

✓ Done

Price Objections

9 min · "Too expensive" + "Cheaper elsewhere"

✓ Done

Decision & Deferral Objections

8 min · "Talk to spouse" + "Do it next time"

✓ Done

Scope Objections

9 min · "Just the oil change" + "Don't believe I need it"

✓ Done

Trust Objections

7 min · "Why wasn't this caught last time?"

✓ Done

Vehicle-Status Objections

7 min · "Under warranty" + "Trading it soon"

✓ Done

Practice & Assessment

Knowledge Check

10 questions · 80% to pass

Roleplay Scenarios

3 live objection scenarios

Manager Scorecard

For live objection coaching

How Module 03 Lives the Dyer Values

Positive attitude → Hear "too expensive" as the start of a conversation, not the end of one.
Respect → The customer's objection is real to them. Acknowledge it before you reframe it.
Treat customers like family → If your dad said "I don't believe I need that," you wouldn't push. You'd show him. Same approach here.
Pride → Calm confidence wins. Slick comebacks lose. Your word tracks should sound like you, not a script.
Win together → The tech's video, the parts pricing, and your conversation are one team selling honesty. Use all three.
Excellent and easy → A handled objection isn't friction — it's relationship. Done right, it feels easy for the customer.

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