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Double your warranty sales

Time 13 years ago

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TAKING a structured approach to selling used car warranties can help dealers to typically double sales penetration, according to RAC Warranty.

 

Research by the company shows that where a programme of training in warranty sales is introduced and it is built into a step-by-step used car sales process, results improve dramatically and sales typically double.

 

Ian Simpson, sales and marketing director, said: ‘Too often, warranties fall down the list of priorities for a sales person when a car is being sold but taking a structured approach that gives warranties a definite place in the sales process has a definite impact.

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‘This is not rocket science but simply a matter of dealers ensuring that their sales staff have an understanding of warranty products, how they benefit customers, their place in the practice of selling a used car and that incentives are provided.’

 

Simpson added that while a doubling of sales in these instances was a typical result, much more dramatic outcomes had also been seen by the company, including a car supermarket that increased warranty penetration by 70 per cent.

 

He explained: ‘We know that when warranties are sold in this structured fashion that sales increase almost without exception by a very worthwhile amount, providing valuable additional revenue for dealers, incentives for their staff and a safety net for customers.

 

‘With the launch of RAC Warranty, we have gone to some length to ensure that we have a support programme in place for dealers that will help them achieve these objectives, and we are seeing more and more of our customers taking advantage.’

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Dealers who want to find out more about RAC Warranty should call 0208 869 7155.

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Car Dealer has been covering the motor trade since 2008 as both a print and digital publication. In 2020 the title went fully digital and now provides daily motoring updates on this website for the car industry. A digital magazine is published once a month.

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