Paintless-Dent-Repair Protection should be a no-brainer fo customers purchasing high-line vehicles, or even customer’s purchasing a more “commodity” type vehicle but whose motivation is attached to how smart and sensible they are. These people take pride in purchasing a vehicle that has all the same types of features, and is still aesthetically appealing for so much less money than the person spending extra for status that comes from driving a “luxury” car.
These buyers, in my experience, are highly driven by the satisfaction of purchasing a type of vehicle that is an extension of their personality. Those good-feelings that make that customer feel special are only enhanced whenever they know that every time they pull aways from their dealers service department, their vehicle is free from dents and dings that make the vehicle look less prestigious than it should, and certainly more prestigious than vehicles similar in age with the same amount of miles that don’t have this coverage.
Asking “trigger questions” throughout the process will help create “needs awareness” in your customer so that this item on their menu will sing to them.
- If they are replacing a vehicle I ask, “Has that been a good car for you?” “Those cars are so good looking. Does your old car have any type of cosmetic damage, or just your basic dents, dings…”
- “Do you park on a street at work, or in a parking garage?”
- “Is this car gonna have a special-spot in your garage at home?”
- “Have you ever walked out of the grocery store or super market and seen someone parked right up next to your vehicle?”
- “Your comprehensive and collision deductibles are…_____? I always get those mixed up; collision covers major damage, and comprehensive covers everyday stuff like dents, dings…”
One of the challenges that we in sales face is “Projection of the Objection”. We assume based on really unrelated criteria that certain customers will buy certain things. This comes from our experiences with so many different types of customer day after day. One of the things that I do when a customer tells me “No” is I ask them to help me with the next customer by telling me, “Why not?”
I know that the only objection that I cannot overcome is the one that I don’t hear. If I let the customer off the hook by giving them the impression that I want to know what their objection is so I can apply what I learn to the next customer, and not try to sell them something they have said they don’t want, they will sometimes be more forthcoming. Customers often get caught off-guard by that question, “Why not?” and have no real rational, no real argument for why they don’t want this product, other than just saying they don’t need it, or that they can’t afford it, or that they can afford to pay for those types of repairs whenever they come up.
Now, I have the objection. The true objection can only be 1-of-3 things, the person, the product or the price. Since I am rarely the reason people say “No”, it’s got to be either the price or the product. Here is one rebuttal:
“I don’t want that PDR thing…”
“Really? That surprises me especially since most of our customers want their vehicle to look as new as possible for as long as possible. Is it the product itself, or the price that is causing you to feel this way?”
“It’s the product itself. I don’t need insurance to keep my car looking new.”
“I understand. One of the reasons that my customers choose this option is for the convenience. Can I show you what I mean? Might save you some time and aggravation.’
“You told me your vehicle that you are trading in didn’t have any major damage, but you would admit, wouldn’t you, that when a used car manager sees a dent or a ding on a vehicle, they assign a dollar-value to fixing those?”
“And, give or take and in round-figures, how many times did you have your service department take out any repairable door dings and dents in your last vehicle?”
“Well, I don’t remember doing that at all. I don’t even remember anyone ever offering to do that type of work.”
“That’s what most of my customers tell me, which is why the PDR Protection is such a good decision. I sold this policy to a doctor just last week, and he actually demanded it because he knows how much better his vehicle looks over time because he doesn’t have to make that conscious decision to schedule those repairs, he just has to bring his vehicle into our service department for it’s regularly-scheduled maintenance, and let them know that he has this protection. They now know they don’t have to “sell” him on the work, they just have to call in the claim and do the repair, and make their commission.”
“Did you want to keep the PDR protection for 3-years or upgrade to the 5-year plan?”
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