Closing The Skeptical Customer
n Joe Romano, NEW: While it’s true that advocacy groups paint a negative picture of service plans, the customer objection is rarely based on negative press. The best advice continues to be to introduce service plans early, listen to the customer and weave the benefits of the plan throughout the sales process. By doing this, there are multiple opportunities to sell plan benefits in ways that are more meaningful to the customer, overcome objections and ultimately lead to higher close rates.
n Kevin Rupkey, Bankers Warranty Group: Despite the recent articles and negative publicity, consumers continue to purchase extended warranties in record numbers. Consumers believe that extended warranty plans are valuable because they not only protect against the high cost of repairs, but they also provide the consumer with a one-source resolution to a product failure. Today’s consumers don’t have time to find a qualified repair person. Also, they’ve become more sophisticated and expect more than the traditional break/fix coverage. That’s why BWG offers service plans that provide additional features such as enhanced product support and accidental damage protection.
What tips can you provide salespeople about when to start, when to push, when to drop and when to revisit the warranty sales pitch?