OBJECTION

"I had one on my last vehicle and nothing was covered."

This can be difficult because the customer feels he or she wasted his or her money because the service contract didn't do what it was supposed to do.  They don't think they should buy another one and have another bad experience.  As a Business Manager, you must show empathy.  It is very unfortunate if the customer was lied to, or misled about the coverage.  The second thing to to is to fact find.  Ask about the repair. It is possible that the bad experience was due to lack of maintenance, lack of coverage, or even just a lack of understanding regarding the coverage.

SUPPORT AND ISOLATE - "I can appreciate how you feel.  Is this your only concern"

TRANSITION STATEMENT - "One of my responsibilities as Business Manager is to give every customer the opportunity to enroll in this protection and review it with you thoroughly,  I assure you that when you leave my office, you will know what is covered and what is not, what your responsibilities are what to do in the event of a claim.  Apparently the person where you bought your last vehicle didn't take the time to do that but that won't happen at our dealership, I assure you."

NARROW QUESTION- "Would that information have been important to you when you had a repair on your last vehicle?"

FEATURE/ BENEFIT PRESENTATION - Review the coverage thoroughly and personalize the presentation based on information you gathered during the interview.  Involve the customer as much as you can.

TRIAL CLOSE STATEMENT - "Wouldn't you agree that this information would have been beneficial to you when you purchased your last vehicle?" (YES) "Wouldn't you agree that this coverage is very valuable when you consider how many miles you drive and how long you plan on keeping your vehicle?"

CLOSING STATEMENT - "Would you prefer to pay cash or finance the service contract in your monthly payments?"

This objection often occurs because a previous Business Manager did not do a good job reviewing the coverage or misrepresented the coverage to the customer.  This is difficult to overcome because, in the eyes of the customer, you are the same person.  To overcome this objection you must earn the customer's trust quickly and look, act, and sound like a professional.  You must know your product and know your industry.  Be different than the last Business Manager they met. Be Better!