Ask Joe

Almost all of my “Ask Joe” emails lately are about how to handle price and the price shoppers that are out there these days.

Handling price is always a common question and in today’s market, learning to deal with price is more important than ever. Remind your salespeople…

Because price is almost always the loudest thing we hear, we miss hearing their wants and needs … “I need third row seating, a sunroof, the DVD player for the kids, I’m concerned about safety – how many airbags does this have, we want blue, we don’t need a 4WD, we like leather, how much is it and what are the discounts on this model?”

Too many of us are only hearing the last two questions, so we’re responding with price, not value… “Every vehicle is marked at our cost and we have rebates up to $5,000 – what kind of payment were you looking for?” Value has to exceed price. Bypass price questions, follow The New Basics™ and focus on FAB. Tip: Sell the car, not the price!

When do you talk price? Remember, sell on your feet, talk price on your seat! Sell yourself, the dealership, the product and once you have a commitment, then present price (in your office).

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