BWGTouchPoint

As you stand in front of your customer presenting the ESP plan, you hope their paying attention and listening to what you’re saying, but in all reality what they are probably listening to is the little voice in their head that is saying “I don’t need this.”  If you are going to be successful selling ESP’s to your customers you are going to have to show them why they need the ESP, not just why it is a good idea to buy an ESP, but what is special about them to which purchasing an ESP will fill a personal need.

If you think about it, when your customer walks into your store, or calls your company, they probably already know what they are looking for, or you might say they know they have a need for a product you sell. They might not know which brand or model they need (that’s where you are going to help them), but they pretty much know what product they need to buy.  But let’s be honest ourselves, not many customers coming walking through the door thinking “I going to buy myself an ESP today” (wouldn’t that be nice).  To be completely honest, the idea of purchasing an ESP probably never even entered their mind until you brought it up.  It is because of this that little voice in your customer’s head starts speaking up saying “I don’t need this.”  To be successful you have to show your customer that they have a need for the ESP.

As I have mentioned in previous blog posts, you have to ask qualifying questions about the customer’s lifestyle and their intended use of the product.  Who will be using it?  What are you using it for?  Where do you use it?  When and how often do you use it?  Why are you purchasing this product?  The more you know about your customer the easier it will be to find their need for the ESP.

Customer needs for purchasing an ESP on the product they are buying:

1. High Amount of User – Will a lot of people be using this product?  The more people using the product the more wear on that product, the higher the chance that they may have a service issue with it.
2. High Amount of Use – How often are they using this product?  The more often the product is used, the more wear on the product, the higher the chance that they may have a service issue with it.
3. Important Use – Is what they are using this for important for their business or in their personal life.  The more important the use of the product is to them, the more they will feel they need to protect their investment in this product.
4. Travel with Product – Where do they use this product?  If they are traveling with it, the more wear on the product, the higher the chance that they may have a service issue with it.
5. Past Service Issues – Why are they purchasing this product?  Are they replacing a product that broke down on them?  Have they had service issues in the past?  If so, the more they will feel they need to protect this product.

It is through your qualifying questions that you will find that your customer probably has one of the needs listed above.   When introducing the ESP start by showing the customer they have a need for the ESP.

For Example:

1. “Remember how you told me that you, your wife and your 5 kids will be using this Blu-Ray player, with that amount of people using this Blu-Ray player luckily this qualifies for our Extended Service Protection plan. “
2. “Remember how you told me you use this laptop not only during the day, but at night and weekends too, well with that amount of use, luckily this qualifies for our Extended Service Protection plan.”
3. “Remember how you told me this printer is important to your business, well with it being so important to your business, luckily this qualifies for our Extended Service Protection plan.”
4. “Remember how you told me you were going to be traveling with this MP3 player, well the road can put a lot of wear on a product, luckily this qualifies for our Extended Service Protection plan.”
5. “Remember how you told me you were purchasing this dishwasher to replace the one that had broke down on you, I am sure you do not want to go through this again, luckily this qualifies for our Extended Service Protection plan.”

By showing the customer they personally have a need for the ESP it quell that little voice in their head from saying “I don’t need this.”  So instead have having to fight through that initial mental wall the customer put up when they thought that this was something they didn’t need, the customer is now more open to what you have to say, and  if your  good, that little voice in the customer’s head will start saying “I really need this.”