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Clarify, Paraphrase,
Respond (CPR) Method
Page 23
When a customer offers an objection or challenges you with competitive information, you can revive many sales
with the CPR method–Clarify, Paraphrase, and Respond.
First, ask questions to clarify the customer’s specific concern. Next, paraphrase the concern to show that you
understand. Then, respond by focusing on relevant features and benefits of the Mazda Tribute.
For example…
Customer: I’m leaning toward the Hyundai Santa Fe.
Consultant: What is it about the Santa Fe that you like?
Customer: Hyundai says they have “America’s Best Warranty” and I don’t want to be without my vehicle.
Consultant: So dependability and convenience are very important to you.
Customer: Yes, they are.
Consultant: While the 60-month/60,000-mile basic warranty of the Korean-made Santa Fe provides some
additional coverage over the 48-month/50,000-mile basic warranty of the Tribute, both the
Tribute and its cousin the Ford Escape are built at Ford’s Kansas City Assembly Plant. No other
manufacturer has as much experience at building SUVs as Ford. And the Mazda Tribute comes
with a free loaner vehicle during warranty service.