To sell service contracts, use newspaper articles or dealership job cards to show customers the cost of repairs made to vehicles that were covered vs. vehicles that weren’t, advises Elgie Bright, automotive marketing and management program chair at Northwood University. Establish trust by discussing real-world circumstances, he says. “We don’t believe it is in the dealers’ best interest to try to trick or confuse customers.”
Real-world cases help sell service plans
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