Conquering Objections Part 3: I Know A Mechanic
Sometimes, when all else fails, a customer will resort to an objection that seems unbeatable: they know a mechanic who can help with repairs. But fear no more. This objection is one that you can conquer to turn a quick “no” into an easy “yes”.
Just because a customer thinks they have the inside track to affordable repairs doesn’t mean there isn’t value in having a vehicle service contract. In fact, oftentimes with mechanical breakdowns, the repair itself is just a fraction of the financial burden associated with a repair. Highlighting these facts is your ticket to overcoming the customer who claims a personal relationship with a mechanic is good enough.
What about parts? When a vehicle component breaks down, it’s not just the labor that a service contract covers. Even if your customer’s friend will help alleviate some of the labor cost burden, will that friend also help with parts? Most likely, buying the part – even at cost – will fall to your customer in the event of a breakdown. Sharing some past repair orders can show just how expensive these parts can be.
What about certification? If you customer’s mechanic is a friend working out of a garage or a mechanic that doesn’t carry an ASE certification, it could impact them down the road. If they were to sell their car, they may need to verify the quality of the work done over time. If that work wasn’t performed by a licensed and reputable mechanic, it could negatively impact resale value.
What about if you’re out of town? Mechanical breakdowns don’t discriminate based on where you are when a component decides to fail. If a customer is out of town when a breakdown occurs, a service contract will cover expenses like towing, lodging, meals and rental cars while the car is in the shop. Even if your customer’s mechanic is a longtime friend, it’s unlikely all these expenses will be compensated during the repair.
As you can see, a service contract does more than just cover labor costs when an unexpected mechanical breakdown occurs. You can go as far as writing out estimates for all these costs associated with a breakdown to clearly demonstrate the value a service contract holds with even just one repair.