June '16

Issue link: http://read.uberflip.com/i/683406

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Page 53 of 83

52 • RV PRO • JUNE 2016 rv-pro.com W hat is your process when the customer does not purchase a service contract during the financial delivery of the unit? While many dealership personnel tell me they mail the customer reminders on postcards or send emails, seldom are those efforts followed up by a telephone call from the business manager. Business managers tend to view such follow-up as busy work for the winter months when the retail deliveries are slow. They might pick up one or two contracts this way, but for the most part I do not see huge success in this effort. For a long time, dealers and others have told me that the majority of the buying decisions occur when the customer is in front of you. I tend to strongly agree with that statement. Why do follow-up efforts show such little suc- cess? Answer: The customer does not see himself as needing the service contract. After all, he has not experienced a breakdown – yet. Even if the customer claims to review the coverage at a later date, the simple truth is that life happens and people focus on what is in front of them at the moment. And usually this means things like getting the children to ball practice, fixing the dishwasher, doing the shopping, preparing the meals and doing the laundry, etc. I refer to this as "crisis management." If it is a crisis, it will get managed; if it is not, then the issue slides off the radar screen. The Next Point of Contact After the point of delivery, when is the customer back in the dealership? The answer, of course, is when the unit needs to be fixed, or needs service. So doesn't it make sense to have the service drive JAN KELLY is the president of Kelly Enterprises of Vancouver, Wash. She is an educator and consultant, convention speaker and writes frequently for industry publications. For information about educational venues or joining an F&I 20 Group, call 800- 336-4275 or visit the company website at www.JLKelly.com. Selling Service Contracts in the Service Drive If customers don't buy a service contract when they purchase their RV, the next best opportunity to convince them of the policy's value is when they need to have their unit serviced. Unfortunately, customers often don't see the value of purchasing a service contract until their RV needs repairs. So, the service lane can be a good venue for a service advisor to pitch the merits of a service contract.

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