How Warranty Companies Can Help Retailers
To strengthen their cases with retailers and end-users, warranty companies are shoring up efforts on all fronts - marketing, customer support and sales training - while driving home the perennial "peace of mind" message the category has been built on.
Here's are excerpts from what some warranty company executives told us are the most important things they're doing to help retailers improve sales in the second quarter. See the March issue of Dealerscope for the full report.
Matt Frankel, president, AIG: In today's challenging economy, there's an interesting situation that occurs when retailers don't have as many people walking in the door. There's plenty of product to be sold and plenty of consumer value in those products, but customers are leery. But retailers also have more time to spend with consumers. The counsel we offer to dealers is to use that time wisely, and sell the services that go with the products to maximize the pleasure and security of the customer's purchase. People are weighing the tough decisions about whether they should spend that $1,000, and deciding on what - necessities or luxuries.