Ways to overcome accessory purchasing objections.
What should you do if a customer declines an accessory presentation or doesn’t want to purchase accessories? When presenting the accessories, follow these recommendations.
- When performing the vehicle walk-around, briefly discuss accessories to prepare the customer for the more formal sales presentation. The groundwork has been laid during the vehicle walk-around, so overcoming customer objections will be much easier.
- Take the shot. Win or lose, and you allowed your customer to buy accessories.
- You have already worked hard to create a relationship with your customer when selling their vehicle. Why not take advantage of that relationship?
- Keep the revenue at your store instead of letting the customer go down the street.
Sometimes, a customer will object to looking at or buying accessories. There are typically four types of responses that you’ll receive when asking a customer about accessories. Using these four categories, you can talk about any objections.
Yes, I want something.
This is easy! Proceed with locating their vehicle and allowing the customers to shop.
Yes, I want something, but
If the customer “Just wants to be done with their vehicle purchase and come back later,” “wants to check with a spouse,” or “isn’t planning on spending that money right now,” present them with warranty and other benefits of buying now.
Try saying, “It’s okay to come back and purchase accessories later, but I must make you aware of the warranty protection you may miss out on.”
The customer may be able to have the same warranty as their new vehicle purchase if they buy the accessories now. For automobiles, this is typically three years. If they buy accessories later, the accessory's warranty applies, generally one year.
Usually, financing can include the accessories in the monthly payments with a much lower interest rate than a credit card.
No, I don’t want anything.
This person allows an accessory presentation and is not interested in purchasing anything. Don’t accept the first no.
Be surprised. “Most of my clients find something here. Do you remember discussing X and Y during the vehicle walkaround?” That’s the only reason I mentioned it.”
These tailored responses to their objection allow you to return to the presentation by using the customer’s earlier interest and seeking out any hidden objection. Numbers show that this client is the exception, not the rule.
The shutdown customer
The shutdown customer won’t allow you to talk about accessories. Use the manufacturer’s response to the objection.
If the preceding doesn’t change your customer’s mind, here are some word tracks you may use for the most common ”No, I don’t want anything” customers.
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- Convenience - If the customer mentioned that it’s more convenient if they take care of it independently, explain why this is not always the best idea.
“I get it; I do it too. I purchased a bookshelf to build myself, and it’s still in a box eight months later.” To continue, tell them what you learned from that experience, “If I don’t do it now, it’s not going to happen.”
Tell them, "If you’re interested in the accessory, let’s take care of it now.”
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- Shop around online - If the customer wants to compare prices, ask, “Wouldn’t you rather have the accessories installed by certified technicians? Our pricing includes all necessary parts and labor. Shopping from home, you won’t know if you need something else to complete the installation.”
Ask the customer, “Do you have the proper tools to install the accessories?”
You might also say, “You might find them cheaper online. What’s the real difference? Isn’t having the accessories installed by certified technicians worth a little more money?”
Remind them of any warranty and financing benefits if they purchase accessories today.
Identify the difference and provide the unknown of the price savings. You could mention that online accessories may have different quality standards than OE accessories.
Remember to select the most comfortable approaches and regularly use them with every customer on every deal. The more you use the process and the word tracks provided, the more comfortable you’ll become, and the easier to make the sale and earn that extra income.