The “Price” Shopper

Truth be told, the five words automobile salespeople hear the most from customers are “No thanks, I’m just looking.”

We know that’s a lie. Nobody leaves home to wander around a car dealerships unless they have some interest in buying a car.

But the five words that salespeople dislike the most are “Can you do any better?” Meaning can you get the price down some more? 

Price is always an objection, whether you’re talking about a luxury vehicle or some four-wheeled “beater.” Every car salesperson runs into a price objection on every deal.

The best objection

But here’s a secret. Price is the easiest objection to overcome. Top salespeople recognize price objections for what they really are — a bargaining tool for the customer who wants to be sure of getting the best value. So they direct the conversation towards value, not price. They uncover the customer’s needs, analyze the costs associated with meeting those needs, and translate features of the car they are selling into what it will do for the customer.

Top salespeople have also found that the best way to overcome the pricing problem is to become such an expert that the customer can’t afford not to do business with them. They distinguish themselves, their cars or dealership in some quantifiable way. Sometimes it means offering better service or quicker delivery; other times it simply means showing more interest in the customer.

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