Despite their presence in nearly every car built in the past two decades, many of your customers are probably unaware of cabin air filters or their significance. Here are some tips for you to help educate them and demonstrate the value of regular replacement.
Start with an Inquiry about Cabin Air Filters
Instead of simply stating the need for replacement, begin by asking if they’ve had the cabin air filter replaced recently. Or if they’ve noticed any changes in air quality inside the vehicle.
Explain the “What” and “Why” Simply
Don’t try to impress them with technical jargon. Use clear, concise language to explain the cabin air filter’s purpose. Point out that it cleans the air that comes into their car’s vents. It traps dust, pollen, and other pollutants, keeping the air inside cleaner and healthier for them and their passengers.”
Just like the furnace filter in their house, it keeps the air circulating inside cleaner than the air outside.
Make the Connection to Their Needs
Tailor your explanation to the customer’s specific situation and concerns, based on your initial inquiry. If they mentioned allergies, point out that replacing the cabin air filter regularly is especially important to remove allergens and keep the air inside the car clean.”
If they typically have a long commute, explain that a clean cabin air filter can make a noticeable difference in the air quality they’re breathing. Breathing clean air can reduce fatigue and improve concentration. That’s important for long trips. With children or older adults, cleaner air can be an attractive benefit as well.
Paint a Picture of the Benefits
Highlight the positive outcomes of replacing the filter.
• A new cabin air filter will not only improve the air quality inside your car, but it can also help your A/C and heating systems work more efficiently, saving you money on fuel in the long run.
• Replacing a clogged cabin air filter can significantly improve the airflow through your vents, making your A/C colder and your defroster more effective.
Show, Don’t Tell (if possible)
If possible and appropriate, show the customer a comparison of a clean versus dirty cabin air filter (following your company policy and hygiene guidelines). This can be a powerful way to demonstrate the need for replacement. If they don’t remember the last time they replaced it, it’s a good bet their filter looks similar.
Provide different filter options (e.g., standard particulate, activated carbon) and explain the benefits of each.
The activated-carbon filter provides an extra layer of protection by removing odors and pollutants, making it a great choice for those with sensitivities.
Be Prepared for Questions about Cabin Air Filters:
Anticipate common questions and have clear, concise answers ready.
- “How often should I replace it?” Refer to the vehicle manufacturer’s recommendation in the owner’s manual or service information. Be prepared with a concise answer. “Typically, once a year, or more often if you drive in dusty areas like farming towns or the country. Regardless of make or model it just makes it easier. Then that particular customer can’t say…”well, the manual doesn’t recommend until 15,000…I only have 14,900 miles so I’ll wait.
- “What happens if I don’t replace it?” (Explain potential airflow reduction, decreased HVAC performance and increased exposure to pollutants.)
- “Can I replace it myself?” The answer to this may often be yes. Qualify your response based on their car’s design. Sometimes you simply need to open a door under the hood – sometimes you need to remove part of the dashboard or glove compartment. If they’re not able – or willing – to do it themselves, it’s a fairly simple procedure for your team.
Replacing the cabin air filter will improve the air quality inside their car, protect their health, and ensure the A/C and heating systems are working efficiently. Be confident when asking for the business: Can we go ahead and include that in your service today?
By practicing these communication strategies, service advisors can effectively educate customers about cabin air filters, building trust and fostering long-term relationships.
This video is sponsored by Auto Value and Bumper to Bumper.
