4: Vehicle tracking devices

Personal experience can often be a valuable tool in selling a product, and that certainly helps Ian Straw, aftersales manager at Mercedes-Benz Brooklands, with persuading customers to fit a tracking device to their cars. Straw had a vehicle stolen and believes real-world experience is something people can relate to and find persuasive.

Tracking devices are fitted either because specific insurers stipulate it as part of the conditions of cover, or because the customer is convinced to buy it.

“It’s about trying not to terrify the customer, but selling peace of mind,” said Straw. “We’re promoting the benefit, so it’s similar to selling a home burglar alarm or life insurance. The argument is that you need to make every effort to protect your car even if your insurer isn’t stipulating it.”

Straw said his sales team has access to strong marketing material, talking about speed of recovery and how the tracking technology works with the police. However, he said care needs to be taken over how to position the device in the sales pitch when a salesman is also talking about GAP insurance.

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