This level lays the groundwork for success in auto glass sales by focusing on the fundamentals of customer service and trust-building. Participants will learn how to make a strong first impression, handle objections with confidence, and guide customers through the decision-making process. By the end of this level, you’ll be equipped to deliver exceptional service experiences that turn first-time callers into loyal customers.
What Will I learn?
- Professional communication (phone, in-shop, online)
- Customer trust-building techniques
- Overcoming objections and skepticism
- Handling difficult conversations with confidence
- Turning service calls into repeat business
Outcome: Graduates of Level 1 will be able to confidently manage customer interactions, provide a consistent service experience, and increase conversion rates from initial inquiries to scheduled jobs.
Course Details:
- Introduction to Sales in the Auto Glass Industry
- Understanding today’s customer journey, How insurers, TPAs, and networks impact customer choice, Key differences between repair vs. replacement sales.
- Building Trust & Customer Confidence
- The psychology of auto glass customers (safety, cost, convenience), Scripts for handling first impressions (phone, in-shop, online chat), Overcoming skepticism and objections.
- Customer Service Excellence
- Professional communication techniques, Setting expectations (price, warranty, scheduling), Handling difficult customers with professionalism, Turning a “problem” call into a long-term loyal customer.
Building on the foundation, this level dives deeper into the sales process, teaching participants how to maximize every opportunity. From upselling wipers, recalibrations, and value-added services, to landing fleet and commercial accounts, this level gives you the tools to drive real revenue growth. You’ll also learn how to track performance, set KPIs, and build repeatable systems that keep sales strong year-round.
What Will I Learn?
- Managing the sales funnel from lead to conversion
- Upselling and cross-selling additional services
- Developing and maintaining fleet/commercial accounts
- Building loyalty with high-value clients
- Tracking KPIs and sales performance with CRMs/POS
Outcome: Graduates of Level 2 will be able to consistently increase average ticket values, secure profitable fleet accounts, and create structured sales processes that boost long-term revenue growth.
Course Details:
- Mastering the Sales Funnel
- Lead generation: referrals, web traffic, insurer calls, fleet contracts, Converting leads into appointments,Follow-up strategies that win more jobs.
- Upselling & Cross-Selling Opportunities
- Selling calibrations, moldings, and accessories, Promoting wiper blade replacements, glass treatments, ADAS services, Bundling services to increase average ticket value.
- Fleet & Commercial Sales Development
- Prospecting local fleets, dealerships, and body shops, Creating win-win fleet contracts, Retention strategies for high-value accounts.
- Measuring Sales Performance
- Setting KPIs for your sales team, Tracking conversion rates and revenue growth, Using CRMs and POS systems for sales reporting.
The final level focuses on positioning your shop as the go-to choice in your market. Participants will learn proven strategies for digital marketing, SEO, social media, and reputation management, along with timeless local outreach tactics that build community trust. You’ll also master branding and storytelling so your shop stands out from the competition. By the end, you’ll have the skills to create a powerful, long-term growth engine that fuels your shop’s future.
What Will I Learn?
- Optimizing Google Business Profile & online reviews
- Designing websites and ad campaigns that convert
- SEO and social media strategy for auto glass shops
- Community partnerships and local event marketing
- Building and maintaining a strong, recognizable brand
Outcome: Graduates of Level 3 will be able to generate consistent leads through digital and local marketing, strengthen their shop’s reputation, and establish a trusted brand that attracts repeat and referral customers.
Course Details:
- Local Marketing Fundamentals
- Crafting your shop’s unique value proposition, Importance of Google Business Profile optimization, Building online reviews and reputation management.
- Digital Marketing Strategies
- Website essentials for conversion, SEO basics for auto glass keywords,Pay-per-click (PPC) ads & retargeting campaigns, Social media marketing (Facebook, Instagram, TikTok, LinkedIn).
- Community & Offline Marketing
- Partnerships with local businesses and car clubs, Sponsorships, local events, and guerrilla marketing, Print, radio, and signage strategies that still work.
- Building a Long-Term Brand
- Consistent branding across platforms, Creating a shop identity (logo, uniforms, signage, messaging), Storytelling & content marketing (blog posts, videos, customer stories)
- Advanced Growth Tactics
- Referral & loyalty programs, Leveraging memberships, associations, and advocacy groups (IGA, AGSC, etc.), Preparing for scaling: multi-location marketing and franchise-style systems