1. How to Sell Service Agreements October 12th, 2018
Welcome – we’ll be starting soon!

2. How to Sell Service Agreements October 12th, 2018

3. Assumptions You don’t have control over your plan.
You have unique value included – not just parts and labor.
90-day labor guarantee following an install.
Assumptions

4. How to Sell Service Agreements
Approach
Master Your Benefits
Teach
Look for Clues to Problems
A Few Other Ideas

5. 99% of Opportunities
Oh yeah, here is our service agreement. For this fee, you’ll have peace of mind.
What is this guy thinking? Why would I pay this?

6. 99% of Opportunities
Oh yeah, here is our service agreement. For this fee, you’ll have peace of mind.
Let’s wait until next year … after the warranty period.

7. … and that’s assuming it was proposed at all.

8. Approach

11. POLL

12. How would most sales professionals approach that fight
How would most sales professionals approach that fight? - Head on, going toe-to-toe with Foreman. - Strategically and methodically. - Live to fight another day and forfeit.

13. How would most sales professionals approach that fight
How would most sales professionals approach that fight? - Head on, going toe-to-toe with Foreman. - Strategically and methodically. - Live to fight another day and forfeit.

14. Oh yeah, here is our service agreement
Oh yeah, here is our service agreement. For this fee, you’ll have peace of mind.

15. Strategic Approach
Master Your Benefits
Teach
Look for Clues

16. Strategic Approach
Master Your Benefits
Teach
Look for Clues

17. Strategic Approach
Master Your Benefits
Teach
Look for Clues

18. Strategic Approach
Master Your Benefits
Teach
Look for Clues

19. Strategic Approach
Mastered his benefits, and knew he couldn’t win in the traditional way.
Stayed in process until it was time.
Looked for clues – fatigue and errors.

22. Master Your Benefits

23. Benefits of Service Agreements
Predictable and budgeted expense
Guaranteed emergency response
First priority in the queue
Hassle-free
Peak Performance of equipment
Lower Total Cost of Ownership (TCO)
Peace of mind
Benefits of Service Agreements

24. POLL

25. When illustrating the benefits of our service agreements, what’s the most common mistake most sales people make?

26. When illustrating the benefits of our service agreements, what’s the most common mistake most sales people make? - Talking too much. - Bringing up price too late. - Selling it like an insurance policy. - Asking the wrong questions.

27. When illustrating the benefits of our service agreements, what’s the most common mistake most sales people make? - Talking too much. - Bringing up price too late. - Selling it like an insurance policy. - Asking the wrong questions.

28. Benefits of Service Agreements
Predictable and budgeted expense
Guaranteed emergency response
First priority in the queue
Hassle-free
Peak Performance of equipment
Lower Total Cost of Ownership (TCO)
Peace of mind
Benefits of Service Agreements

29. … and by the way.

30. Benefits of Service Agreements
Predictable and budgeted expense
Guaranteed emergency response
First priority in the queue
Hassle-free
Peak Performance of equipment
Lower Total Cost of Ownership (TCO)
Peace of mind
Benefits of Service Agreements

31. Benefits of Service Agreements
Predictable and budgeted expense
Guaranteed emergency response
First priority in the queue
Hassle-free
Peak Performance of equipment
Lower Total Cost of Ownership (TCO)
Peace of mind
Benefits of Service Agreements

32. Teach

34. How to Teach
Highlight service agreement in every sales call – the earlier the better.
Illustrate examples for each benefit to gain practical relevance.
Visit Top 20 current clients to teach them about your “new” service plan.

35. Guaranteed Emergency Response
Able to keep finance off the backs of my client because we eliminated surprises.
Predictable Expense
When a critical system fails or a major event is scheduled, this benefit has been a savior.
Guaranteed Emergency Response
For non-emergencies, it’s still nice to know that you’ll be at the top of the queue.
First Priority in Queue
No more having to deal with your internal process – just call us and we fix it.
Hassle Free
Since we provide proactive and preventive services, your investment will be optimized and will perform at the peak level throughout its life cycle.
Peak Performance
Lower TCO
Peace of Mind

36. Guaranteed Emergency Response
Able to keep finance off the backs of my client because we eliminated surprises.
Predictable Expense
When a critical system fails or a major event is scheduled, this benefit has been a savior.
Guaranteed Emergency Response
For non-emergencies, it’s still nice to know that you’ll be at the top of the queue.
First Priority in Queue
No more having to deal with your internal process – just call us and we fix it.
Hassle Free
Since we provide proactive and preventive services, your investment will be optimized and will perform at the peak level throughout its life cycle.
Peak Performance
Lower TCO
Peace of Mind

37. Guaranteed Emergency Response
Able to keep finance off the backs of my client because we eliminated surprises.
Predictable Expense
When a critical system fails or a major event is scheduled, this benefit has been a savior.
Guaranteed Emergency Response
For non-emergencies, it’s still nice to know that you’ll be at the top of the queue.
First Priority in Queue
No more having to deal with your internal process – just call us and we fix it.
Hassle Free
Since we provide proactive and preventive services, your investment will be optimized and will perform at the peak level throughout its life cycle.
Peak Performance
Lower TCO
Peace of Mind

38. Guaranteed Emergency Response
Able to keep finance off the backs of my client because we eliminated surprises.
Predictable Expense
When a critical system fails or a major event is scheduled, this benefit has been a savior.
Guaranteed Emergency Response
For non-emergencies, it’s still nice to know that you’ll be at the top of the queue.
First Priority in Queue
No more having to deal with your internal process – just call us and we fix it.
Hassle Free
Since we provide proactive and preventive services, your investment will be optimized and will perform at the peak level throughout its life cycle.
Peak Performance
Lower TCO
Peace of Mind

39. Guaranteed Emergency Response
Able to keep finance off the backs of my client because we eliminated surprises.
Predictable Expense
When a critical system fails or a major event is scheduled, this benefit has been a savior.
Guaranteed Emergency Response
For non-emergencies, it’s still nice to know that you’ll be at the top of the queue.
First Priority in Queue
No more having to deal with your internal process – just call us and we fix it.
Hassle Free
Since we provide proactive and preventive services, your investment will be optimized and will perform at the peak level throughout its life cycle.
Peak Performance
Lower TCO
Peace of Mind

40. Guaranteed Emergency Response
Able to keep finance off the backs of my client because we eliminated surprises.
Predictable Expense
When a critical system fails or a major event is scheduled, this benefit has been a savior.
Guaranteed Emergency Response
For non-emergencies, it’s still nice to know that you’ll be at the top of the queue.
First Priority in Queue
No more having to deal with your internal process – just call us and we fix it.
Hassle Free
Since we provide proactive and preventive services, your investment will be optimized and will perform at the peak level throughout its life cycle.
Peak Performance
When all the unpredictable costs are eliminated and your downtime is minimized, the reduction in costs become dramatic.
Lower TCO
Peace of Mind

41. Guaranteed Emergency Response
Able to keep finance off the backs of my client because we eliminated surprises.
Predictable Expense
When a critical system fails or a major event is scheduled, this benefit has been a savior.
Guaranteed Emergency Response
For non-emergencies, it’s still nice to know that you’ll be at the top of the queue.
First Priority in Queue
No more having to deal with your internal process – just call us and we fix it.
Hassle Free
Since we provide proactive and preventive services, your investment will be optimized and will perform at the peak level throughout its life cycle.
Peak Performance
When all the unpredictable costs are eliminated and your downtime is minimized, the reduction in costs become dramatic.
Lower TCO
Even for those risky souls out there, the peace of mind that comes with this plan is always a welcome benefit.
Peace of Mind

42. How to Teach
Highlight service agreement in every sales call – the earlier the better.
Illustrate examples for each benefit to gain practical relevance.
Visit Top 20 current clients to teach them about your service plan.

43. Look for Clues

46. Guaranteed Emergency Response
Predictable Expense
Guaranteed Emergency Response
First Priority in Queue
Hassle Free
Peak Performance
Lower TCO
Peace of Mind

47. Guaranteed Emergency Response
High service invoice, complaints about finance, mention “OpEx” by security or facilities
Predictable Expense
Guaranteed Emergency Response
First Priority in Queue
Hassle Free
Peak Performance
Lower TCO
Peace of Mind

48. Guaranteed Emergency Response
High service invoice, complaints about finance, mention “OpEx” by security or facilities
Predictable Expense
ROI comments of system, compliance requirements, disruption of ops
Guaranteed Emergency Response
First Priority in Queue
Hassle Free
Peak Performance
Lower TCO
Peace of Mind

49. Guaranteed Emergency Response
High service invoice, complaints about finance, mention “OpEx” by security or facilities
Predictable Expense
ROI comments of system, compliance requirements, disruption of ops
Guaranteed Emergency Response
Impatient, client is member of “clubs”, asks about response time
First Priority in Queue
Hassle Free
Peak Performance
Lower TCO
Peace of Mind

50. Guaranteed Emergency Response
High service invoice, complaints about finance, mention “OpEx” by security or facilities
Predictable Expense
ROI comments of system, compliance requirements, disruption of ops
Guaranteed Emergency Response
Impatient, client is member of “clubs”, asks about response time
First Priority in Queue
Complaints about internal process, system been down a while
Hassle Free
Peak Performance
Lower TCO
Peace of Mind

51. Guaranteed Emergency Response
High service invoice, complaints about finance, mention “OpEx” by security or facilities
Predictable Expense
ROI comments of system, compliance requirements, disruption of ops
Guaranteed Emergency Response
Impatient, client is member of “clubs”, asks about response time
First Priority in Queue
Complaints about internal process, system been down a while
Hassle Free
Complaints about not having updated system, personal purchases on newest things
Peak Performance
Lower TCO
Peace of Mind

52. Guaranteed Emergency Response
High service invoice, complaints about finance, mention “OpEx” by security or facilities
Predictable Expense
ROI comments of system, compliance requirements, disruption of ops
Guaranteed Emergency Response
Impatient, client is member of “clubs”, asks about response time
First Priority in Queue
Complaints about internal process, system been down a while
Hassle Free
Complaints about not having updated system, personal purchases on newest things
Peak Performance
Mentions ROI or TCO, finance involved, outsourcing common, sophisticated business
Lower TCO
Peace of Mind

53. Guaranteed Emergency Response
High service invoice, complaints about finance, mention “OpEx” by security or facilities
Predictable Expense
ROI comments of system, compliance requirements, disruption of ops
Guaranteed Emergency Response
Impatient, client is member of “clubs”, asks about response time
First Priority in Queue
Complaints about internal process, system been down a while
Hassle Free
Complaints about not having updated system, personal purchases on newest things.
Peak Performance
Mentions ROI or TCO, finance involved, outsourcing common, sophisticated business
Lower TCO
Uses this term, has service contracts on personal items, anxious mindset
Peace of Mind

54. High service invoice, complaints about finance, mention “OpEx”
Predictable Expense
ROI comments of system, compliance requirements, disruption of ops
Guaranteed Emergency Response
Impatient, client is member of “clubs”, asks about response time
First Priority in Queue
Complaints about internal process, system been down a while
Hassle Free
Complaints about not having updated system, personal purchases on newest things
Peak Performance
Mentions ROI or TCO, finance involved, outsourcing common, sophisticated business
Lower TCO
Uses this term, has service contracts on personal items, anxious mindset
Peace of Mind

55. What’s the easiest way to find these clues?

56. Perform weekly service audits

57. A Few More Ideas

58. A few more ideas

59. Do you want to increase your service agreement sales by 25% - 33% by just doing practically nothing?

60. A few more ideas Add to every proposal possible.
Don’t think they’ll say “yes” in a year from now… they won’t.
Be able to answer this question in your sleep:
“Why should I do this now? All the equipment is under warranty for a while.”

61. Lesson Plan

62. Questions and Discussion Chris Peterson cpeterson@vectorfirm.com