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.
Maximizing a product sale nowadays means attaching an extended service plan, which is often challenging in this age of the penny-conscious, Internet-educated consumer. Sales associates need to be prepared with the right customer-qualifying gambits, all the necessary background information to answer questions simply and accurately, and a logical defense strategy to fend off arguments against spending a little extra now to avoid spending a lot more later. Some of the industry’s key executives spoke to us about how to perfect the art of the warranty sale. Tune in for Part II next month. What are the best strategies retail salespeople can use
N.E.W. Customer Service Companies, Inc. last week made several announcements, including six executive promotions, a new recycling program, and an award of distinction from J.D. Power and Associates. The company promoted four executives from vice president to senior vice president, and named two others vice president. Barry Danoff is now senior vice president, information systems and technology; Terri Feely has been named senior vice president, human resources; Joe Romano was named as senior vice president, client development and Steve Voss is now senior vice president, treasury and finance. Additionally, Mitch Carroll is now N.E.W.’s vice president, contact center resource planning, while Kim Reinecke
Age: 37 Education: B.S. in Finance, Michigan State University Career History: Joe’s been with N.E.W. ever since he graduated from college and has never regretted the decision to stay with one company. He started out as a Product Specialist and managed N.E.W.’s first manufacturers’ extended warranty program. Within five years, Joe was promoted to N.E.W.’s Client Management Director and worked with their major retail clients in helping them grow sales. Eventually, he became Vice President of Client Development and today he serves as Group Vice President of the entire Client Development team. Greatest Business Achievements: “Having the good fortune to become a member
Selling Service Programs on the Web By Collin Keefe In spite of a yearlong succession of dot-coms bottoming out, online retail continues to thrive. Services have improved as the survivors of the wash-out continue to refine their operations, but one of the drawbacks that continues to vex most click and mortar retailers is the lost opportunity to sell an extended service contract. In the real world channel, sales associates, while they have the customer's undivided attention, usually take a few minutes out of the sales pitch to explain where the manufacturer's warranty stops and where any sort of extended service contract kicks in. Usually
At Best Buy, Melissa Boughton was promoted to vice president, leasing for Musicland stores, and Rick Bateson was promoted to vice president, design and construction of Musicland stores. Steve Baldridge was promoted to vice president, corporate controller for PC Connection Sales Corp. Stephen Townsend was promoted to vice president of business operations for PC Connection. Babbage's Etc. appointed John Woodson president of its strip mall strategy, in addition to his current responsibilities as president, Internet/publishing; David Carlson executive vice president of finance and control; Bill Chinn vice president for the mall and strip mall stores operation; and Russ Howard, currently vice president of brand