I need to start recording some of my seminars on video. On Saturday I had a frustrating trip to Best Buy so yesterday I decided to stop by a local Ritz Camera store, who may not have prices as good as Best Buy, but are known for their great product knowledge and helpfulness.

 What they should also be known for is their low key, effective salesmanship.

And not just for selling me a camera. Their consultative approach, knowledgeable service rep and product return guarantee sealed that up pretty quickly. What struck me was their approach for selling their service plan.

The person helping me, Brandon, began by informing me that I was covered by the manufacturer (JVC) for the first year for all manufacturing defects. "However that does not cover you if you drop or break the camera. For that, Ritz offers a supplemental service plan that covers everything else except theft or loss."

Then Brandon pointed to this container right in front of where I was standing (at the check out stand) that was filled with all sorts of broken cameras and camcorder parts. He then said "What typically happens is that peoples cameras don't break because of a manufacturer defect, rather people have a mishap of some sort. Then when they come in to see how much it will be to repair the camera, it costs so much that it doesn't make sense to fix it and they end up spending for a whole new camera... again. In this box are actual cameras we've gotten back from customers. With our plan you're covered and we just get you a new camera, if yours can't be fixed."

I casually rummaged through the broken camera parts, and pondering whether I should spend 16% more to get the insurance.  That's when images of my 13 year old daughter dropping my new camera while goofing around filming her friends started popping into my head. It started to seem like the prudent plan was going with the more expensive option.

Contrast this for a second with how Best Buy sells their extended service plans — When you get up to the register you are with a cashier (who you have zero relationship with, unlike the salesperson who was helping you) who says to you unemotionally "would you like to buy our extended warranty? It's $70 and will cover parts and labor for one year." You say "I don't think so" and they say "thanks, I have to ask."

One sales approach has me conjuring up scenarios where I'll really need this service and the other has me fending off a salesperson, who feels like they're selling you something you don't need. Who do you think closes I higher percentage of these extended warranty sales?

More importantly, in your company how can you start today to make what you're offering more REAL and tangible to your prospects. The more effectively you can do this, the higher your closing percentage is going to be. It's hard to get more non-tangible than an extended service contract, yet Ritz found a way. If they can, so can you.