"Product on your feet, Money on your seat!"........right??........What do you do when someone comes in and wants to discuss price or money out on the lot?.......Let's say f'rinstance they say "I like this car, but my payment on my car now is $250 a month and I'll only get this new car if I can get it at $250 a month"..........I would tell them we can discuss that inside, but what if they say "I'm not going inside unless I can get it for $250 a month!"
How do you get them off price?
- Thread starter MauricioVincenzo
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- Dec 2, 2009
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- John
To take a couple out of the old APB playbook,
How 'bout, "We have a multitude of financial options available to get you to a $250 payment."
Add to that, "However, even if this car was $150 a month, and 3 months after you get it you decide it was the wrong car for you, it wasn't much of a deal, was it?"
Or the old, "I sold a customer a similar car last week who left with a similar payment."
The thought is this: if it's the right car, they payment will be right. How you express that sentiment is the key.
Good luck!
This is an easy one that we have all run into over the years..... "No Problem, we have the ability to make this car fit your budget. Getting you your price is the easiest part of my job. In fact, I have never lost a deal due to price. Let's go ahead and pick out the perfect car for your needs, make sure that we have a (color/options/whatever) so that I can get you the best deal."
Many different factors go into a car deal. Customer equity position, down payment, term, rebates, finance rates and more will determine the final COST. You are responsible for showing the final VALUE. People who buy anything do it for one of 2 reasons. They move away from fear or towards pleasure (think about it).
Customers are alway saying "I'm just looking" or "it must be a certain payment" when they really mean to say "show me a car with more value that what I am presently driving". When value exceeds the cost you have a car deal. I'd be willing to bet that this customer will end up leaving at $400 per month with $5000 down if you show them value and a willingness to serve. Otherwise the BS objections will get the customer out of the dealership and you thinking you got stroked!
Back to the basics and you will sell more! While cliche, I would strongly recommend that you review some of the Grant Cardone Closes. If you have an iPhone - get the closes app. Also read "Sell to Survive". It will get you moving in the right direction - and away from price!
We have the same problem but for a little different reason, we are a "One Price - No negotiation dealership". Even though we dont negotiate we run into the same issues, we combat that in multiple ways.
Sales process - with the help of the Rikkess group and their trainers we have come up with ways to address how we came to the price the vehicle is listed for upfront.
Merchandising - What you focus on is what you find, one of the suggestions of the Rikkes group was to label cars with not only our best price but payments. We found this to be helpful as consumers begin to have a payment conversation early in the process rather than treating the vehicle as a commodity but finding a car that fits the consumers needs and budget.
Every vehicle on our lot, has not only the price displayed but a typical buy and lease payment.
http://mypaymint.com/press/images/bob-hall-tag.jpg
http://mypaymint.com/press/images/insidewindow.jpg
We've gotten such good feedback from both consumers and our dealers that we've rolled our platform out to dealers outside of our group. Jeff, I apologize for the plug for our startup venture but the fact of the matter is we in the industry focus on price, when we focus on price the consumer follows.
Hence, what you focus on is what you find - if you focus on talking price your probably finding the conversation is based more around price (no matter what the price actually is).
Sales process - with the help of the Rikkess group and their trainers we have come up with ways to address how we came to the price the vehicle is listed for upfront.
Merchandising - What you focus on is what you find, one of the suggestions of the Rikkes group was to label cars with not only our best price but payments. We found this to be helpful as consumers begin to have a payment conversation early in the process rather than treating the vehicle as a commodity but finding a car that fits the consumers needs and budget.
Every vehicle on our lot, has not only the price displayed but a typical buy and lease payment.
http://mypaymint.com/press/images/bob-hall-tag.jpg
http://mypaymint.com/press/images/insidewindow.jpg
We've gotten such good feedback from both consumers and our dealers that we've rolled our platform out to dealers outside of our group. Jeff, I apologize for the plug for our startup venture but the fact of the matter is we in the industry focus on price, when we focus on price the consumer follows.
Hence, what you focus on is what you find - if you focus on talking price your probably finding the conversation is based more around price (no matter what the price actually is).
