Tap Into Customer Fear to Drive More Sales

Yesterday I picked up a new Logitech ClearChat Pro USB headset from Best Buy. After doing some homework online and reading all of the reviews, the consensus was that although the sound quality was good, the overall durability was to be questioned.

Many reviewers suggested that the headset was cheaply made and prone to breaking. Specifically, they cited audio dropout problems in either ear piece and microphone breakage.

Undeterred by the negative reviews (and the fact that I wanted to pick up a headset immediately rather than order it online), I checked the price online at Best Buy and discovered it was on sale. Cool. I headed out of the house with my wife and youngest daughter to pick up the headset.

Although I initially had a tough time locating any of the USB headsets at Best Buy, I found the Logitech headset a few minutes later and was ready to checkout. By this time, my 2 year old was already anxious to leave and fussing.

This is when I encountered Mr. Checkout guy on aisle #5. Here is how the conversation went down:

Checkout Guy (CG): Did you find everything okay?
Me: Yes, thanks.
CG: Oh, Logitech huh?
Me: Yeah, I figured I would give it a shot.
CG: Did you know it’s on sale?
Me: Cool.
CG: The sale ends tomorrow and it goes back to it’s regular price.
Me: Uh huh…
CG: I suggest you get our replacement guarantee, good for 2 years, full replacement, blah blah blah…
Me: How much is it?
CG: Only $9.99, and it covers full replacement in case anything breaks such as the ear piece or microphone. Just bring it back in and we’ll replace it at no cost.
Me: Alright. Sounds good.

Now mind you, I rarely ever go for the extended warranties on any of my electronics. However, having read all of the negative reviews online prior to stepping into the store, I still had the same concerns while checking out.

Checkout Guy simply understood the benefits of the replacement warranty as it directly related to my immediate concerns regarding the durability and quality of the product. It was as simple as that.


UPDATE: Two days after purchasing the Logitech headset, it broke. Go figure.