Participants often ask me after a speech or a facilitated training I've done, how I got so comfortable speaking in front of groups? This is usually followed by “Do you have any tips that could help make me a better speaker?” After responding with “Yes, hire me.”, I realize how many people out there, in all walks of life, are terrified of public speaking. In fact the latest list of people’s greatest fears ranks Public Speaking at #2 and fear of death at #6. That’s right, people fear public speaking more than dying. Here’s the good news, it’s really not that tough.
Most consumers have a preconceived view about of extended service plans as protection they don’t need. How you train your sales team to present your plan to the consumer can make a huge difference in your success rate and in customer satisfaction levels. Here are just a few tips for successfully selling ESPs:
Unfortunately, retail has experienced some struggles in the last five years, and many companies have stopped training employees to sell extended service plans. Instead, some stores put plans in plastic packaging near the checkout with other impulse purchase items. They hope the customer will take the initiative to read about, understand, and buy the ESP on their own.
This kind of impulse buy may work for gum, but not for an ESP, which requires an explanation of benefits. Customers need help understanding the value of this investment. Depending solely on a point of purchase display to sell the plan is not impossible but more than likely won’t succeed.