OBJECTION

"The consumer guide (or other third party) said not to purchase one."

One of the worst things you can do with this objection is to attack the third party, whether it is a person or a publication.  The customer took the time to look into the product or talk to someone about it.  Acknowledge the fact that he or she took the time to seek counsel before addressing the objection.

SUPPORT AND ISOLATE - "That is a good point, I am glad you brought it up.  Is that your only concern?"

TRANSITION STATEMENT - "I am glad you took the time to consult your source and I understand how you feel.  I've talked to others who have felt the same way, but they found that there is just as much evidence to support the purchase as well. Do you mind if I ask you a question?"

NARROW QUESTION- "Is protecting your investments important to you?"

FEATURE/ BENEFIT PRESENTATION - Review repair orders, articles from trade publications testimonial letters, VSC claim checks, component coverage, brochures, service contract provider reports. Provide your own third party information to support the sales of a service contract.

TRIAL CLOSE STATEMENT - "Based on the information I just shared with you, wouldn't you agree that protecting this major investment with a service contract makes good sense?"

CLOSING STATEMENT - "Would you like to include it in your monthly payments or pay cash for the service contract?"

This objection is difficult for most Business Managers because they don't have the tools to overcome it.  Tools come in the form of articles, trade publications, and testimonial letters.  Look for these tools, create a file to keep them in and then continuously update the sharpen your tools.