← Steer
Steer role-play cheat sheet
For the mock cold call at the end of most SDR interviews.
What they sell, in one line
Software that helps independent auto repair shops run the shop and market to get more customers.
Who you'd be calling
Owners and service managers of independent auto repair shops with a few bays up to a few locations
Your opener
“Hi [Name], this is [You] with Steer. I know you're probably under a car right now, so I'll be quick. We help repair shops handle estimates and customer follow-up in one place. Got a minute to see if that fits how you run things?”
Problems you solve for them
- Owners waste time on paperwork, estimates and scheduling
- Customers don't come back because nobody follows up
- Shops don't know which marketing brings in new customers
Discovery questions to ask
- How do you handle estimates, work orders and customer texts today?
- How do you get customers to come back for their next service?
- What eats up most of your time that isn't actually fixing cars?
Objections they'll throw at you
“I'm busy, I've got cars in the bay.”
→ I get it, you're working. I'll be 30 seconds. Is there a better time later today or tomorrow morning when I can call back for 5 minutes?
“Not interested.”
→ No problem. Just so I'm not wasting your time later, is business steady enough that you don't need more repeat customers right now?
“We already use a shop system.”
→ Good, then you know how much it matters. Is it handling your customer follow-up and marketing well, or is that still done by hand?
“Just email me something.”
→ Sure thing. What's the one thing you'd most want fixed in your shop's day-to-day, so I can point the email at it?
Competitors worth knowing
Shop-Ware, Tekmetric, Shopmonkey, Mitchell 1
Interview tips for this company
- The company description we have mixes in unrelated text about a South Texas energy event. Check the company's own website so you describe the right product.
- Talk like a shop owner, not a software person. Know basic terms such as work order, estimate, bay and service writer.
- Owners are busy and blunt. Show a short, direct pitch and get to the point fast.
Written from public information about Steer to help you practice. Ask an insider what their role play looked like; it's the best prep there is.