PRICE or VALUE

You can’t do double-speak in sales. You either build value or get stuck on price.

You have to learn to separate the transaction (paying for it) from the value of owning it.

Transactions should take place inside, after you have a commitment to purchase.

When I say don’t talk ‘price’ on the lot, I’m always referring to price, discounts, trade value, payoff, payments, down payments, leasing or anything else that affects the transaction.

“But Joe, people ask.”

Of course – but it doesn’t mean you have to deep dive into any of that on the lot.

• “How much is it?” Tell them and bypass. If they press for more, rephrase to budget.

• “What will a lease run on this?” That depends on several things, so let’s find the right car and I can get exact #s. (Now bypass or if pressed, rephrase to budget.)

• “What do you think my trade is worth – if I don’t get enough for it, I’m not buying.” I wouldn’t expect you to and I’ll have our appraiser take a look at it as soon as he’s free (now bypass or if pressed, rephrase).

You can answer their questions without discussing specifics. With each question, you’ll bypass (change the subject) or rephrase to ‘budget’…or both most of the time.

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If you don’t keep the transaction out of the discussion on the lot, your sales will be price focused, the silent walkaround won’t help, it’ll be tough to switch to budget, and you’ll miss easy sales you could have had.

Take the “Price” course & you’ll see why you have to bypass or rephrase and you’ll understand why some people will walk away from the best price deal on the planet.

It’s easy to do and you’ll sell more!

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