Your typical customer is not like you; their point of view is completely different. You must understand what they know and what they value when it comes to their transportation. The old proverb “walk a mile in their shoes” applies to advising customers about shocks and struts.
Selling ride control is difficult. If you just sell them shocks and struts, you are asking the customer to exchange money for a parts and service. Advising and educating a customer about the condition of their car or truck is easy. Presenting your customer with inspection results and benefits of replacement will sell the job without even asking for the sale.