This will possibly be one of the most challenging sales calls you'll make, but equally, the most straightforward! Allow me to explain. You see, this is NOT a "cold call". Rather, a "luke warm" cold-call! The prospect you're calling already has the computer, and you're trying to convince him his existing collect & return guarantee is a heap of....well, you get the image!

What you're setting out to underline is the "fear factor" of having to send his beloved computer AWAY for repair - 1 week, 10 days, A LIFETIME! From the outset, determine his use of it - business or home use. How often is he on it? How long for? Was it delivered on time and were all the bits there? Does his entire family use it or is he the sole user? By doing this you're building up a clear picture of how VITAL this computer is to his lifestyle. Is he a newbie, a technophobe or a confirmed PC junkie? You're not prying into his world, but rather trying to see things through his eyes and gain his trust. By asking these questions, the prospect is thinking "this guy's on my side, he's interested in me." It also helps open up the call and makes it less "salesy".

No doubt the prospect will give you chapter and verse about the delivery, setting up, installation, "pop-ups" etc etc. Let him, this expensive toy is his new baby! His pride and joy. Once you're armed with all this information, and sailed through your pitch, I'm NOT saying that closing is a cinch. Oh no! Objections are bound to rear their ugly head! The'yre not designed to trip you up, rather to keep you on your toes!

One of the most popular objections is "I can fix the PC myself"...This is why there are so many computer technicians sitting around doing nothing. NOT! The prospect may well have the ability to repair it. He might be the biggest pragmatist on Earth, but does he want to take the risk? A risk of potentially invalidating the EXISTING warranty? I don't think so. Wouldn't it be far better to entrust his computer to a company trained technician who'll take all the hassle and risk out of repairing for him?

Second most popular objection - "I know someone who can repair it for me". He may well do, but does his pal have access to FREE parts (remember, the on-site warranty is paying in advance for parts, labour and all call outs). If the prospect moves house, does his pal intend to become a nomad and follow him around all over the country, each time his PC goes wrong?! I doubt it!

Third favourite objection - " I'll just toss it away and buy another one". WHY BOTHER! If this computer is completely irrepairable (unlikely) it'll be replaced with a model of similar spec or better FOC! Where's the prospect going to get a FREE computer comparable to his existing one? Tell me, I'll be first in the queue!

Top of the list though - "This on-site warranty is just too costly!" This is a real gutsy one! Here, give him examples of replacement parts costs in proportion to the warranty itself. My favourite phrase - "can you afford not to take the warranty" turns the whole objection around in your favour. Allow me to give you a true example of selling a laptop warranty: The prospect had already told me he could fix it himself, and carried on to say the on-site warranty in question was "far too expensive". A bit of a double wammy! I proceeded by telling him that the internal parts in a laptop are the same ones found in the tower unit of a PC, only scaled down and FAR more costly. Also consider the vertical space between the keyboard and base. What are we talking of here? 1" maybe less? I continued by asking him if he felt really confident with his screwdriver in such a confined space. His response (tho not unexpected) did surprise me somewhat - "How much did you say this on-site warranty is?" I told him and he was ready with his credit card!

Throughout this, I've not set out to cover EVERY angle known to man, every objection under the sun, or every situation. That would probably take me all year! What I've done is summarised some main points (and based them on real examples). They are points which have worked for me, so you can be prepared for certain situations a little better.

Remember, be it a PC or laptop, the fear factor is what you're emphasising. Good luck and good selling!