Sellchology 
PRIVATE Service Department Training for Ellis Auto Group
This is a PRIVATE Service Training event for the Jim Ellis Auto Group. NOT open to the public or other Dealerships.
All stores attending will be split into 2 Teams:
- Team (A) – 1/2 of the Service Advisors & Service Managers
- Team (B) – 1/2 of the Service Advisors & Service Managers
Date: June 25th, 2025
Times of the sessions:
Team A: 8am – 11am (3 hours dedicated to Service Dept.)
11 – 2pm (3 hours allowed for transition of Teams)
Team B: 2pm – 5pm (3 hours dedicated to Service Dept.)
NOTE FOR ALL MANAGERS ^ 1/2 of the Managers from each Team will come as either Team A or Team B. Your schedule is 3 total hours for each group of managers.
🔄 Workshop Format Overview
This workshop is designed for fixed ops professionals across the Jim Ellis Group, with two identical 3-hour sessions delivered to different advisor/manager groups. Each session is broken into five engaging and interactive segments, including short breaks and a role play component.
✅ Workshop Objectives:
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Strengthen customer communication through structure and confidence
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Replace vague “we recommend” language with purpose-driven phrasing
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Apply behavioral psychology to increase customer buy-in
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Master the two most important advising moments: write-up and post-inspection
🕰️ SESSION ONE: 8AM – 11AM
(Delivered again in full during the afternoon session)
🟦
Segment 1: TRIAD Video Contest Review & Group Debrief
We’ll review top-performing advisor videos from the TRIAD contest and unpack the techniques used to deliver confidence, clarity, and customer buy-in.
Discussion Topics:
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What separates a “good” service presentation from a great one
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Common strengths and improvement opportunities
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Real-world inspiration from peers
🟦
Segment 2: The 6 Influencers of Buying Behavior
Learn how to ethically apply psychology to guide customer decisions:
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Authority
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Social Proof
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Scarcity
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Reciprocity
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Commitment & Consistency
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Liking
These influencers are directly tied to the advisor’s tone, structure, and timing.
🟩
Break #1 – 10 Minutes
🟧
Segment 3: Assumptive Language – The Confident Advisor’s Secret Weapon
This segment teaches advisors to ditch passive phrasing like “Would you like to…” or “We recommend…” in favor of assumptive, confident, customer-friendly statements.
Assumptive Language = Language that presumes logical action is already in motion.
We’ll practice rewording weak phrasing into power statements, supported by body language and tone that position the advisor as a trustworthy guide.
🟩
Break #2 – 10 Minutes
🟥
Segment 4: The Two Key Advising Moments – Write-Up & Post-Inspection
This hands-on segment introduces three tools:
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PB&J Method (Peanut Butter & Jelly): Pair services that make sense together (e.g., filters, brakes, flushes)
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RIM Framework (Related, Immediate, Maintenance): Organize findings in a way that helps customers process information logically
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GTI (Grand Total Investment): The very first number spoken should be the total, not the line items. This frames value and simplifies decision-making.
🧑🔧 Live Role Play Activity:
Advisors work in pairs to present services using:
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PB&J bundles
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RIM structure
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GTI-first pricing
Managers observe and coach, reinforcing strong habits and communication flow.
🟨
Segment 5: Wrap-Up & Takeaways
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Recap all tools and techniques
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Quick commitment share-out: “What’s one thing you’ll use today?”
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Provide managers with coaching prompts to continue the momentum
🕰️ SESSION TWO: 2:00 PM – 5:00 PM
(Repeat of the full AM session for the second group of participants)
✅ Summary of Key Tools Taught:
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PB&J – Present service items that naturally go together
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RIM – Prioritize service needs by how they affect the customer
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GTI – Lead with the total investment, not a breakdown
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Assumptive Language – Speak with confidence and direction
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Behavioral Triggers – Use buying psychology with integrity
The workshop will be taught by John Fairchild, a leading expert and trainer on fixed operations processes and solutions and official Pinnacle Training Center trusted Partner. John has the unique perspective of working with and visiting over 1,000 dealerships across the USA. He is a top-rated 2-time speaker at NADA and the host of his own show on CBT (Car Biz Today) News Network.
Hourly Schedule
Friday, April 18th
- 7:45 - 8am
- Registration
- Pastries and coffee served
- 8am - 11am
- Team A Managers ONLY
- 3 hours dedicated to Team A
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Speakers:
Jonathan Dawson
- 11am - 2pm
- Transition time
- Team A returns to their stores to allow Team B to travel
- 2pm - 5pm
- Team B Managers ONLY
- 3 hours dedicated to Team B
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Speakers:
Jonathan Dawson
- 5pm
- Event ends
- Until next time - see you soon!
Jonathan Dawson
Co-founder of the Pinnacle Society | Sellchologist | Consultant | Trainer | Speaker | Coach
Jonathan has thrived for 20 years in the automotive industry and has spent much of that time as an Internationally recognized Dealership consultant, highly sought-after sales trainer, and keynote speaker.
Jonathan has been fortunate enough to become the friend, coach, and trainer to some of the top salespeople in the automotive industry.
He helps sales professionals & managers have breakthroughs and dominate their marketplace by focusing on the psychology behind the sales and is the founder of Sellchology Selling Systems.
Speaker
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John FairchildPresident of Fairchild Automotive Solutions | Service Dept. Trainer | SpeakerJohn Fairchild has had a lifelong passion for cars and has been working in the Auto Parts and Repair Industry since 1980 at the age of 15. Holding just about every position in a Dealership; from cleanup to General Manager.
John Fairchild has over 40 Years of Automotive Fixed Operations Management and Consulting experience and has come upon an inevitable conclusion; customers in the marketplace are starving for professional attention anywhere you go! This phenomenon is actually amplified in the Fixed Operations arena of the Automobile Industry. That’s where Fairchild Automotive Solutions comes in.
Fairchild Automotive Solutions’ methodology “s3 Service Sales Strategies©” helps Dealers address gaps in financial and customer satisfaction Key Performance Drivers and deliver a level of service customers rave about!John is a leading expert in training Fixed Operations Staff to perform at their highest level to achieve completely satisfied customers and excellent profits for the Dealership.
Specialties include: Service Advisor Sales and Customer Satisfaction Training, Service manager Training, KPI Metrics Tracking, Parts Manager Training, Fixed Operations personnel job training.
Dealership Fixed Ops Solutions / The World’s Best Service Advisor Sales Training© S3 Service Sales Strategies©
” Give Fairchild the opportunity, YOU will make more money!”
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