A.I.M. Rebuttals
The A.I.M. model is a
simple yet powerful approach to guide customer interactions in sales. It helps
representatives build rapport, uncover needs, and offer tailored solutions that
drive customer satisfaction and sales success.
What Does A.I.M. Stand For?
A – Acknowledge
Purpose: Show empathy and attentiveness to build trust from the start.
How: Recognize the customer’s concern, interest, or emotion to validate their experience.
Retention Impact: Customers who feel heard are more likely to return and recommend.
Example: "I understand how important it is to maintain a feasible budget. Please allow me to review your account to see what options are available to you."
I – Inform / Identify
Purpose: Share relevant information and uncover the customer’s true needs.
How: Ask thoughtful questions and provide insights that guide the conversation.
Retention Impact: Personalized recommendations show you care about their long-term satisfaction.
Example: “Let me walk you through the coverage options. Are you mainly concerned about your kitchen and laundry appliances or the major systems in the home?”
M – Move to Solutions
M – Move to Solutions
Purpose: Present the best-fit product, service, or plan based on what you've learned.
How: Transition naturally into offering a solution that aligns with the customer’s lifestyle and priorities.
Retention Impact: Solutions that feel tailored increase trust and reduce buyer’s remorse.
Example: “Based on what you shared, the Complete Home Plan is still the best fit for you, and I understand the concern about cost. I’ve applied a 15% discount to help you keep your coverage. Can I go ahead and finalize that for you?”
Tips for Using A.I.M.
Enhance your save efforts with these A.I.M. best practices.
- Be present: Customers can tell when you're genuinely engaged.
- Dig deeper: Ask questions that show you're actively listening and genuinely care about the customer’s experience.
- Build value: Paint a picture of how your solution supports their concern, lifestyle, and protects their investment.
- Product knowledge is KEY: product knowledge builds confidence and trust.
Use “Current Coverage” and the PDF file found in SCM to build value and answer coverage inquiries.
Benefits of the Warranty (BOW)
When using a rebuttal during any Save attempt use applicable Benefits of the Warranty(BOW) based on the customer's warranty type to improve your save efforts.
Benefits for all warranty types:
- 24/7, 365 support
- Industry Leading 180-day Workmanship guarantee
- Licensed and Insured Service Network
- MyAccount customer portal
- Home Care Tips
Warranty Specific Benefits:
- Lockout Protection
- Appliance Discounts through the Appliance Buyline
- P3: Coverage for structural components
- Preventative Maintenance benefit
- Emergency Lodging Reimbursement
- Homeowner's Deductible Reimbursement
- Sears: 25% Non-Covered Repair Discount
- Filter Credit
A.I.M. Application Examples
This table outlines typical examples and should be used as a reference; it will not cover every scenarioPrice Increase/Mid-Contract Price Change
A.I.M Step | Scripting Example | Suggested Actions |
Acknowledge (Empathy is Key) | I completely
understand that the recent price increase is concerning. We strive to keep
costs as low as possible while maintaining reliable service and
high-quality repairs. As repair and labor
costs rise, occasional price adjustments are sometimes necessary to maintain
the level of coverage and support you deserve. It’s also important to note that
we’ve expanded your coverage to include structural components that most warranties
don’t, such as concrete-encased plumbing, doors, seals, handles, and more. | Check the claim
history to see how much Cinch has paid toward repairs. If there is a claim
payout, you can use this data to build value. |
Inform/Identify (Discovery Phase) | "Outside of
the price increase, is there anything else weighing on your decision?" "If there is a
claim payout - Looking at your history, Cinch has covered [X type of
repair], and has paid out [$$]. Have those experiences been valuable for
you overall?" "Do you have a backup
plan to protect your budget when one of your appliances or systems fails
without warning?" | Considerations: >Coverage will remain the same. >Focus on the benefits of the warranty. >Listen to see if customer is interested in changing the plan. Additional Talking Point (for mid-year price increase): “As referenced in
your contract, there may be price changes outside of your annual renewal, and
we will advise you with written notice of any changes at least 30 days in
advance. Please refer to your agreement for full details.” |
Move to Solutions | NO offer: "With everything we just talked about, I’d really like to make sure
you can keep enjoying those benefits as a valued Cinch member. That’s why I
recommend continuing your coverage today - so there’s no interruption in the
protection you rely on." Offer: "Because we truly value you as a Cinch member, we want to make this
transition a little smoother. So you can keep your coverage, I've applied a 20%
discount on the remainder months of your warranty, making your new monthly
payment [amount]. Ok?" | Be polite, but
assertive. Assume the sale. |
Coverage/Price Comparison/Choose Competitor
A.I.M Step | Scripting Example | Suggested Actions |
| Acknowledge (Empathy is Key) | Price Comparison: I completely
understand wanting to save money — that's very important, especially during
today's economy... Competitor: I completely understand wanting to explore your options. Other warranty plans may indeed look similar at first, but when you compare the details, you’ll see that many have stricter limitations — that’s how they keep their prices lower. In the long run, that can mean higher out-of-pocket costs or less coverage when you need it most. | Check the claim history to see how much Cinch has paid out toward repairs. If there is a claim payout, you can use this data to build value. |
| Inform/Identify (Discovery Phase) | "May I ask what was more appealing to you about the other warranty company when compared to ours?"
"I’d love the chance to walk you through how our
coverage compares. Would you allow me a moment to show you what sets us
apart?" | Highlight benefits that set Cinch apart, such as the 180-day workmanship guarantee. Listen carefully to what the customer says - and what they don’t
say - to guide the conversation toward a viable solution. View the customer's coverage to educate and help you build the value of Cinch Home Warranty. Consider plan changes, options/additions, PUP |
Move to Solutions | NO Offer: "With everything we just talked about, I’d really like to make sure you can keep enjoying those benefits as a valued Cinch member. That’s why I recommend continuing your coverage today - so there’s no interruption in the protection you rely on." Offer: "With everything we just talked about, I’d really like to make sure you can keep enjoying those benefits as a valued Cinch member. That’s why I’m going to offer you [present offer] so you can continue your coverage without interruption." | Be polite, but assertive. Assume the sale. |
Poor Experience / Service Request
A.I.M Step | Scripting Example | Suggested Actions |
| Acknowledge (Empathy is Key) | I’m sorry your experience wasn’t what you expected. We know how important it is to get timely, reliable service. Can you tell me more about your experience? | Put yourself in the customer's situation. Check the claim history to see how much Cinch has paid out toward repairs. If there is a claim payout, you can use this data to build value. |
| Inform/Identify (Discovery Phase) | "Was the repair completed, or does it still need servicing?" >If assistance is needed, empathize and Move to Solution. "I'd like to
understand your experience better - what specifically didn't meet your
expectations?" "Were you provided with a reason as to why the warranty did not cover the failure on the [item]?" "I’d love the chance to walk you through how our coverage compares. Would you allow me a moment to show you what sets us apart?" | Listen carefully to what the customer says - and what they don’t say - to guide the conversation toward a viable solution. Consider plan changes, options/additions, PUP |
| Move to Solutions | Ongoing Repair: "Allow me to reach out so I can attempt to escalate further. We can assure you that we will do our best to get your service resolved. For the inconvenience, allow me to offer [present your offer]. We would love another opportunity to show how beneficial the warranty is for you." NO Offer: While challenges and
delays can occur outside of our control, we’re always working diligently to
improve our services and customer experience. We value you as a customer and
would like you to continue with your coverage. For your inconvenience, I would
like to offer you [present offer]." Offer: "I appreciate you sharing your experience, and I’ve made note of everything. While delays can happen with any warranty, I’m glad your issue was resolved. We’re committed to improving your experience, and we value you as a customer. Let’s go ahead and keep your plan active today." | Be polite, but assertive. Assume the sale. |
Misunderstood or Misrepresentation of Coverage
A.I.M Step | Scripting Example | Suggested Actions |
| Acknowledge (Empathy is Key) | "I’m really sorry you were misinformed. I completely understand how frustrating that can be. Let me clear things up for you now.” | Put yourself in the customer's situation. How would you feel if coverage was not accurately explained to you? |
| Inform/Identify (Discovery Phase) | "I just want to make sure I understand correctly - you thought the warranty included (insert misunderstanding), is that correct [Customer's Name]?" "Do you have a copy of your Welcome Kit, or have you registered with MyAccount for immediate access to your coverage details?" | Listen carefully to what the customer says - and what they don’t say - to guide the conversation toward a viable solution. Consider plan changes, options/additions, PUP |
| Move to Solutions | Offer: [Customer’s Name], now that you have a clearer understanding of how the warranty works, we want you to know how much we value you as a Cinch customer. To help you continue your coverage with confidence, we’d like to offer you [present offer]. No Offer: [Customer’s name],
now that you have a better understanding of how the warranty works, I strongly
encourage you to keep the warranty active so you can continue to have a plan in
place to protect your budget from the expensive cost associated with repairs
and replacements of systems and appliances that you use everyday. Do you need
help with registering your account online? | Be polite, but assertive. Assume the sale. |
Cost
A.I.M Step | Scripting Example | Suggested Actions |
| Acknowledge (Empathy is Key) | “I know the increase can feel frustrating, especially when you’re trying to keep costs down. But when you think about what a single repair could cost, Cinch gives you real peace of mind and helps you avoid those big out-of-pocket surprises. That protection is what really makes it worth keeping.” | Check the claim history to see how much Cinch has paid out toward repairs. If there is a claim payout, you can use this data to build value |
| Inform/Identify (Discovery Phase) | "What items in your home concern you the most, your systems or appliances?" For Tenure Customers, you may ask: "Are you aware we've expanded our coverage to include structural components like doors, concrete-encased plumbing, concrete-encased ductwork, and more - helping to protect even more of your home?" If claim payout: "Looking at your history, Cinch has covered [X type of repair] and has paid out [$$]. Have those experiences been valuable overall?" "Do you have a backup plan in place that will continue to protect your budget should one or more of your systems/appliances mechanically fail?" "Do you have a copy of your Welcome Kit, or have you registered with MyAccount for immediate access to your coverage details?" | Listen carefully to what the customer says - and what they don’t say - to guide the conversation toward a viable solution. The customer enrolled in the warranty for a reason. Find out the customer's coverage needs. View the customer's coverage to educate and help you build the value of Cinch Home Warranty. Consider plan changes, options/additions, PUP |
| Move to Solutions | Offer: At the end of the day, [Customer’s Name], it’s all about protecting yourself from the unexpected. You don’t want to be stuck paying thousands of dollars for a repair that could have been covered for just a manageable monthly fee and low deductible. We truly value you as a Cinch member; to show our appreciation, I'm applying a [present offer]. While I'm doing so, do you have any other questions for me? NO offer: "At the end of the day, [Customer’s Name], it’s all about protecting yourself from the unexpected. You don’t want to be stuck paying thousands of dollars for a repair that could have been covered for just a manageable monthly fee and low deductible. We value you as a customer. Let’s go ahead and keep your plan active today." | Be polite, but assertive. Assume the sale. |
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