Go With The Flow

Almost every customer will ask a price question right away. Why? Maybe it’s just habit, maybe they don’t know what else to ask, or maybe they just want to know, “What can I buy this for?”

The ‘why’ doesn’t matter – what does matter is that if you allow the conversation to start off on the lot about price instead of value, your chances of delivering it drop like a rock.

Why is talking about price a problem?

When you talk about price, trade, down, payments, etc., you’re talking about the transaction.

When you talk price up front, you probably don’t even find who it’s for, how they’ll use it, or why they want it – so you can’t build value.

Discussing the transaction comes after you’re writing it up, not while you’re selling the car.

Remember: Buying Is Emotional
Discussing Price Is Transactional

When price is the focus, sales flow this way and deliver at 10-20% with low gross…

• Greet with, “How can I help you?”
• Focus on price (transaction)
• Select vehicle based on price
• Take shortcuts (No demo / low value)
• Close on the price / payment
• Tough Sale: Deliver 10-20% / low gross

Sales that flow this way instead, lead to a sale 50%+ of the time with good gross…

• Greet them properly
• Bypass price (take JVTN® “Price” course)
• Build rapport and investigate
• Select best vehicle for them
• Demonstrate and present (value)
• Close on the value to them
• Start the paperwork (transaction)
• Easy sale – deliver half with good gross

It takes about 2 hours to sell a car:

Let price control it, and you’ll lose most sales.
Learn to bypass price, and you’ll sell more.

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Sell more cars and develop your skills with Joe Verde’s online training – JVTN®. Get more info or call us at (800) 445-6217.