At Your Service
Currently, Sales Trainer Cathy Wilder, says Donaldson, "has been going non-stop. She's in her car for two weeks straight." He says that one of the major issues for retailers is "getting the management to implement a program where they offer [service plans] to every customer." Unfortunately, what happens with many independents is they're so geared to selling products, they'll sacrifice the service plan.
As a result, Brand Source makes offering service plans to every customer a condition of membership. "It's also to protect the dealer," he says. "If a dealer fails to offer a service plan and the customer comes back after the product is out of warranty, they could expect the dealer to fix or replace the product. They'll say, 'You should fix this free, I know you offer service plans and you never offered me one.' "
Donaldson remembers hearing a NARDA member who recounted a situation not unlike this one. "This is a case where the dealer loses," he says. To avoid that, "We provide a rubber stamp for the retailers to stamp on the sales receipt if [the customer] decides not to buy [the service plan]. Wouldn't you [the customer] like to make the decision rather than the salesman?"