1. Why do Consumers say “NO” to protective service contracts?
John Vecchioni
NSD United Car Care
Vecchioni & Associates

2. So, Why do most Consumers reject service contract offers?
Is it price?
Is the lack of value?
Is it negative information?
Is it lack of information?
What exactly is getting in the way of consumers taking advantage of protective service contracts?

3. Value v No Value
In the absence of value there will always be resistance to a sale. It’s only natural to say “no” when there is “no deal” to be gotten.

4. Value has a place
If we did a survey we might find many of us would have a definition of value that would differ but still own the same product.
Consumers don’t buy features and benefits and neither do you. We all purchase on the premise of value and that might exist differently for some of us than others.
Consumers will take advantage of products when they recognize how they benefit from it.

5. What questions expose customer opinion of perceived value?
5 W’s an H and a D
Questions lead to information
Who
What
Where
When
Why
How
Did
Who is it for?
What is most important to you?
Where did you see or hear about that?
When did you determine that was important to you?
How did you decide that was important?
Did you have that before?

6. Focus on their needs
If we can focus on specifics we can begin to build value in protecting the very features and benefits that appealed to them enough to purchase the goods in the first place.
Focusing on specifics F&B allows you to build value quickly in your protective products

7. Getting help from the FBI
Feature- Describes what the product is
Benefit- Describes what it does
Impact- Describes how it will protect them specifically. It’s personal

8. Impact Statements
If we learn what is important to each customer when purchasing consumer goods, we can begin to understand what would appeal to them when discussing protective products
Logical Conversational Selling….Make sense?

9. LCS
In Logical Conversational Selling we simply begin to attach the features and benefits that are important to the customer to the features and benefits that are in our protective service contracts.
Stay on topic!
If they do not relate…..Fight or Flight

10. We all buy for all kinds of reasons
New Technology
Update
Appearance
Replace
Adding
Back up
Gifts
Why not find out why they are buying and MATCH your warranty/service contract benefits to that.

11. Set the sale up
When extracting information from the customer it’s important to utilize trial close questions that transfer over to your service contract sale.
Trial close questions allow you to use the customers words when presenting the merits of service contracts. If you say it can be disputable, if they say it is becomes gospel.

12. Trial Close
Trial Close is nothing more then assuring you and your customer agree to a specific feature or benefit. If they can agree with a statement it becomes incontrovertible. If they dispute the fact they have to give more clarification to the statement.

13. Trial Close Questions Does that make sense? Don’t you wish?
Can you see the benefit?
How does that sound?
Can you see how?
Have you heard of that before?
Etc. etc. etc……………..

14. NEED or Greed I either need it…………… It’s a great price………..
Need or Greed will typically dictate buying decisions. Customer’s words tell all the information necessary to close a sale.

15. Pitch vs LCS The Product Pitch The Customer Pitch
Features and Benefits
Rental Car
Trip interruption
Tire and Wheel repair
Stated Component Coverage
Exclusionary Coverage
Deductible
Claims Procedure
F&B of product attach to Service Contract
Utilize customer’s words
Trial Close to ensure detail
Create a personal pitch specifically for them.
Find the “hot” button to the product purchase