Conquering Objections Part 1: “I Can’t Afford It”
Kicking off a month of conquering objections, we’re starting with perhaps the most common concern raised by customers and the easiest one to roll off their tongues: “I can’t afford a service contract.” If a customer drops this line, consider it a clear path to a VSC sale.
If it sounds simple, that’s because it is. Getting a customer who claims they can’t afford a VSC to understand it’s value involves just a slight tweak to their statement to clearly illustrate just how important protection from out-of-pocket repair costs can be.
They can’t afford NOT to. Once a customer relays to you that they can’t afford the slight bump in monthly payment to account for a service contract, they’ve already admitted to you that they’re on a tighter monthly budget. This is where you can pounce on the opportunity. With the steps to follow, you can demonstrate how it is that a customer on a tight budget can’t live without service contract coverage.
If cost wasn’t an issue. Start by asking your customer what type of coverage they’d prefer if cost wasn’t an issue. This will help you get an idea of where their preferences lie. Whether it’s for coverage on more technology, protection from a total loss with GAP or something else, showing customers multiple options without the thought of associated costs will give you your target end point.
Average repair costs. Keep on hand the claims paid from the previous month on service contracts you sold. Have the average cost from these claims on hand at all times. Use that figure to ask if that dollar amount on top of a monthly car payment is something they can absorb. Then compare it to the much smaller monthly increase from a service contract. Take into account that these large repair bills are often also charged to credit cards that accrue interest, and your customer will quickly see the cost savings associated with the slightly higher monthly payment.
So which option would you like? Once you’ve established how your customer on a tight budget can’t afford NOT to have a service contract, it’s time to ask for the sale. In doing so, go back to when you asked their preferences if cost were not an issue. Present their favorite options and ask them to choose between the two. Removing the option of no coverage from the way you frame your question will help your customer land on the product that’s right for them.