Tricks of the Trade-In

Spoiler alert: iPhone 7 and 7 Plus have been released. A total shock, right? Of course. What we didn’t expect, however, is that major carriers — AT&T, Sprint, T-Mobile and Verizon to be exact – are offering “free” iPhone 7 handsets if consumers trade in an eligible device. These may be the most generous incentives to upgrade we’ve seen in the smartphone era, and may be in place to combat users who are holding onto their phones longer and longer due to the dissolution of subsidized smartphone plans. The terms of each promotion differ to an extent, but each carrier seems to require eligible devices be in good cosmetic and working order in order to qualify. This is great news for anyone who took your advice and purchased protective accessories such as a case and screen protection, but other consumers may be out of luck— this time. However, you can ensure that they don’t make the same mistake twice.

As phones become more durable – such as iPhone 7’s highly publicized waterproofing – it provides less and less incentive for consumers to purchase the protective gear that has adorned and preserved their trusty pocket computers in the past. While we certainly understand their feelings, it must be stressed that these phones are more durable, but not indestructible. If one of your customers drops an iPhone 7 without protection and cracks the body or the screen it’s game over. The waterproofing is worthless at that point. So, protection still counts over the course of a phone’s life and can have implications regarding the purchase of their next technological wonder.

While there’s no guarantee carriers will keep the generous trade in offers flowing for years to come, the realities of the market likely incentivize them to do so. As anyone who has upgraded has probably noticed, there’s a thriving second hand market where consumers and companies will pay big money for second hand tech. The new A10 chip in iPhone 7 may be incredibly powerful, but A8 and A9 chip performance in previous iPhone models is still very impressive and sufficient for those who do not require their phone tech to be on the bleeding edge. With the second hand market and generous trade in incentives in mind, it has opened up new, compelling reasons for your customers to consider protection and keep more money in their pockets to put toward their next device.

With that in mind you should urge your customers – especially the more stubborn ones – to consider life without protection in the short term and the money they’re throwing away for their next phone in the long term should they risk using their phone without protection. Chances are an unprotected phone will incur some damage over the years, which will assuredly detract from the highest second hand and trade in value offered. A majority of consumers already purchase some sort of protection for their phones, but this point of view may move them to purchase more— and we all know how important the attach rate can be. Protection will cost them a little now, but it will save them so much more in the end, including peace of mind. Who wouldn’t opt for that? These newer developments will not only benefit your customer, but will also cultivate loyalty to you and your store. It’s a total win-win.

At VoiceComm, we’re always happy to offer tips and valuable information to help you start selling better today. Like the technology in our amazing gadgets, the smartphone market itself continues to refine and change in sometimes surprising ways, and we’re here to break it down for you. So, as always, if you have any questions, concerns, thoughts, etc. on how to grow your business reach out to your designated sales representative. He or she will give you all the insight you need to ensure your customers never make the same mistake twice!