Addressing the Customer’s Repair Contract Concerns


On today’s Tip of the Day, Becky Chernek talks about creating a roadmap for yourself so that you can easily respond to customers when they have questions regarding the purchase of a service contract.


Welcome to the Tip of the Day on CBT. I’m Becky Chernek. Now, if you want to close more product sales, you need to create a roadmap for yourself. We hear the same objection every time. The customer isn’t going to take advantage of a service contract. They want one before and it never covered anything, or they have the manufacturer’s warranty. They just don’t see the need in a service contract. What’s the solution? What’s your response going to be? A word track doesn’t have to mean robotic. You want to come across naturally. You are genuine in your approach. Address the reason behind the objection with a thought-out response that gets to the heart of the customer’s concern and you’ll win the customer over hands down every time.

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Rebecca Chernek, founded Chernek Consulting, LLC in 2001, has nearly three decades of experience in the automobile dealership industry. She started her career by working with her father at their family-owned auto dealerships in Have De Grace, Maryland. She gained hands-on skills and experience in almost every aspect of the automotive sales process: new used cars and trucks sales, F&I, Director of Finance for volume operations and general management. She was hired in 1986 as the first woman to sell cars for Al Packer Lincoln & Mercury in Baltimore, and in 1989, she was promoted to F&I Manager for Ron Bortnick Ford in Upper Marlboro, Maryland. In 1995, Rebecca took a position with the JM&A Group and was promoted to District Manager for the AutoNation division — the #1 retailer in the United States — to hire, train boost profits and implement menu selling. She single-handedly earned a sterling reputation for adding millions of dollars to the bottom line for all her accounts! Rebecca has a well-deserved reputation as a self-starter, high-performer, and spirited entrepreneur and motivator. It’s not a matter of what you think you know… it’s a matter of proving it! As a consultant, trainer and nationally recognized expert in F&I Training and sales procedures, Rebecca has helped hundreds of automotive car dealers throughout the United States and Canada streamline their processes and closing techniques and significantly increase profits. She writes regularly for Wards Business, CBT Automotive Network, Dealer Magazine, Subprime News and as a NCM 20 Group F&I Guest Expert. She facilitates for the NCM Institute, Desking and F&I Integration. Rebecca is the anchor for F&I Today – CBT Automotive Network headquartered in Atlanta, GA. Don’t forget to check out our interactive continuing F&I online education platform Chernek Consulting Virtual Pro the best kept secrets on how to be successful in F&I! Boost your F&I performance! Every dealer must have to help your F&I manager increase sales and profits while reducing liability.


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