When selling to customers, it’s important to realize that each person will have different feelings toward purchasing a product or service. Some customers will simply give you a flat “no,” while others will be more open to learning more about the product before making an informed decision. Their real thoughts might be masked with a, “It’s too expensive,” or “I don’t think I need it,” but they’re open. No one wants to be sold something, but every customer is willing to buy something if they see value in the product/service. Below are some very common objections and steps on how to turn the no into a yes.
“I’ll take my chances.”
Every now and then, you’ll run into a gambler, which is a person willing to take their chances and drive off the lot without added protection on their new vehicle. These kinds of customers might be less logical than others and tend to see things through an optimistic lens.
This objection usually has another reason behind it, but it’s very similar to a flat “no.” Consider using a soft sell for these customers. Relating your aftermarket products to insurance can place you and the customer on common ground. Just as [ep[;e can benefit from buying health and life insurance, a car can benefit from having protection. We don’t buy insurance because we plan to have a bad day; we buy it in case we have a bad day. A car is typically the second largest purchase a person will make, so be sure they weigh the pros and cons before making a decision that could help them.
“This service/product costs too much.”
Obviously, cost is a big, if not the biggest, factor for customers to consider. Our own financial supply and demand system plays a pivotal role in what we prioritize. The objection comes in many different phrases, but ultimately they’re all saying, “I can’t afford this.”
For customers, money is important, but it’s rarely the reason. Instead, imagine the customer is saying “I don’t see the value in this product.” This means their priority is already on what their next purchases might be and not on protecting the transportation they plan to use every day. While learning more about the customer, find a way to bring value into the product you are presenting. Relate it to something personal and how it can protect that personal item. This also shows your genuine care for the customer and that you’ve been listening to their needs.
“I just purchased a high-quality vehicle that doesn’t need this product.”
With all the cars out there on the road today, this objection can also be seen as a compliment. The customer believes in your auto manufacturer and trusts that this vehicle will give them the hassle-free service and ownership experience they’ve been searching for. As complimentary as this common objection is, this might just be the trickiest one to navigate. Blind faith in brand quality is one of the more difficult objections to overcome. These customers are typically optimistic, so be aware of the fine line between casting dispersions on the brand quality and making the policy appear to be irrelevant.
Say something along the lines of, “The customer satisfaction that derives specifically from the reliably and quality of our vehicles is second to none. However, your vehicle is still a highly-complex machine and there are some things that are out of our control like the weather and road conditions that your vehicle will encounter. Can you see how this protection would be beneficial for unforeseen conditions for even the most reliable vehicle?”
To learn more objection handling techniques and other sales principles, register for InterstateTraining.com for hours of available on-demand training. Our full training courses include certification of your knowledge of our products, as well as access to customer role play video. Whether you’re a seasoned veteran or new to sales and/or the auto industry, we have courses to help you build the key components for success. By listening to the customer, clarifying the objection, providing more information and listening to their responses, you’ll immediately increase your chances of turning any objection into a sale!