The SEARS Guide to Selling and Service

It happens every day, in homes all across America.

A major home appliance (in this case my washing machine) needs repair.

There are several options:

1. Repair it yourself
2. Call handy person
3. Call a local company, or
4. Call the number on the appliance

I decided to call 1-800-4-MY-HOME to ask for help.

The Number One Rule in Selling

This one rule in selling has remained unchanged for thousands of years.  Here is the #1 rule in selling – to listen to your customer.

I called the SEARS representative, who answered and immediately said “SEARS Home Service, how may I help you?” I told her that my washing machine wasn’t working – it would not go into spin mode.

The SEARS representative: “Mr. Brown, I am so sorry for the inconvenience, what I want to do is assist you with quickly getting it fixed so you can get back to your normal life.  Please answer a few questions and I will help, okay?”

Funny thing about what she said, I’ve heard it before from these customer service people, but she was sincere with her empathy and I really believed she felt a desire to help me get back to my normal life.

How SEARS Sold a 1-Year Warranty Agreement

Keep reading – you don’t want to miss this idea.

SEARS explained that the labor cost would be $137.00 to have a Repair person visit my home and that I would be responsible for all parts.

OR, I could pay a one-time charge of $227.00 for the 1-Year Warranty and it would include labor and all parts for my washing machine for one full year.  The benefits of purchasing the warranty are:

• No labor charge for future visits
• No charge for parts – this is big because parts could cost a couple hundred dollars alone
• 12 month security of knowing if something goes wrong in the next year, that SEARS will repair or replace for free

I said “let me think about it, I will make the decision during my appointment.”

The SEARS representative used a sales technique called the take-away-close: “Mr. Brown, you must make a decision now or you will not receive the $227.00 price.  You can pay $227.00 now, and when the Repair person comes to your home, if you are not satisfied, call us for a refund and you pay just the labor plus parts.  Just think, the parts alone may cost you $100, I suggest you take the warranty today and get back to your normal life and we will take care of your washing machine.”

I bought the warranty.

Great Service with Sales Techniques Leads to More Business

Can you believe the SEARS repair person is a sales guy?

It’s true.

I am serious.

SEARS repair person fixes my washing machine.   He prints out a receipt from his laptop, attached to a small handheld device used to print credit card receipts.

Your total charge today is valued at $226.36 as he hands me the receipt.  The receipt shows $137 for labor, plus $89.36 for parts.  At the bottom of the receipt a note: The Service Performed at No Charge.

The repair guy says, “you were wise to purchased the warranty, it’s a one-time deal and they will not allow us to give you that price once we arrive on the appointment.  When was the last time you had your dryer serviced?

Oh no, he is trying to get me to buy something else – guess what I am not doing it. But I’m polite and answer the question in one word: never

He says, “I looked at the dryer and suggest having it serviced while I’m here.  It’s a $39.99 one time charge to have me clean the lint and lube the rollers.

I said give me one good reason why I should spend another $39.99?

His ability to clearly articulate the benefits was superb.

He said:

• I’m here and you are here, don’t have to reschedule another appointment
• $39.99 today or a minimum of $137.00 for labor later
• Lube the rollers today and clean out the lint and you are set for another 5 years
• You have a gas dyer.  Just the peace of mind of knowing it’s well cleaned is worth $39.99.

I said let’s do it – charge my card another $39.99.