A manager was stuck on the same VSC penetration number for nine months.

A manager was stuck on the same number for 9 months. We changed one word and it moved in a week. I had a manager stuck at the same service contract penetration for 9 months. Same store, same product, same customers, nothing moving. And we changed one word. He stopped saying extended warranty and he started saying vehicle service agreement that transfers responsibility. And inside a week, his numbers moved instantaneously. And that's why I knew the system was never about products. It was about language. 3 swaps for for day 1. First, kill the word warranty. Warranty sounds optional. You sound like every scammer robocalling. You don't provide warranties, you provide a vehicle service agreement that transfers responsibility, and that sounds like a decision that they have to make. Second, lead with what gets transferred, not what gets covered. Coverage is a feature list and they'll never tune in. Transfer is a decision they can engage with. Third, use the customer's specific commute or family situation as the example. Specifics close, generics get declined. Now save this if you still use the word warranty so you can cut it out completely.