OBJECTION

"I am purchasing a quality product, it better not break down."

This happens with someone buying the same product again, or someone show has bought many vehicles and is brand loyal or from someone who investigated the product before making an educated decision.  Today, virtually every vehicle is a quality product, but vehicles are also more expensive to repair than ever before

SUPPORT AND ISOLATE - "That's a good point, this is a quality product.  Is that your only concern?"

TRANSITION STATEMENT - "I understand how you feel, others originally felt the same way, but they found that while this vehicle is a great product, it is possible that the repairs could more than cover the cost to enroll today."

NARROW QUESTION- "Would you be satisfied as a consumer if this vehicle was 99.9% reliable over the next five years of driving?"

FEATURE/ BENEFIT PRESENTATION - "If it was 99.9% reliable, that means it would be .1% unreliable.  This vehicle has about 13,000 parts on it and 13,000 times .1% would be 13 parts. But you also have your Manufacturer's Limited Warranty so lets say some of them occur during the warranty period.  If eight occurred during the warranty period that would leave five repairs after your warranty expires.  Or average repair order is $387 and times five repairs that would be $1,935 in future repairs."

TRIAL CLOSE STATEMENT - "Wouldn't you agree that even if your vehicle is 99.9% reliable, and you told me a moment ago that would satisfy you as a consumer today, it is possible that the cost of repairs could more than cover the cost to enroll today?"

CLOSING STATEMENT - "Which plan would work best for you?"

The reliability comparison has been done many ways over the years, but this is the most effective.  Be careful of using 99% because the repair costs could seem so high that the comparison would lose credibility.  Make sure you use the actual average repair order from your service department. Don't Guess.