You ever feel like reaching across your desk and bouncing your client’s head off the edge of it? Obviously you can never do that, but I do understand the frustration. When you find yourself in a situation like this,
sit back, take a deep breath and put yourself in your client’s shoes. Ask
yourself, “What are they trying to accomplish?” No, they are not trying to
steal your car or rip you off. If you are a salesman worth your salt you will
sell more cars in the next few months than they could ever consider buying in
their lifetime. It is easy for us to get jaded about the process and forget the
emotions the client experiences during the process of buying a car, but
remember, they are a buyer or they would not be sitting across from you discussing
the terms of purchase.

When you do receive that ridiculous offer, ask yourself, “Ok, what’s going on here?” and see if they fall into one of these categories.

1. Is this cultural? There are certain cultures that are known to be tough
negotiators often making extremely low offers on a vehicle that can sell for
much, much more. That’s okay, don’t get upset or frustrated. Don’t start
mentioning profit margins or dealership expenses or your paycheck, that’s not
important to the client. What is important is getting the absolute most for
their money and they will continue to shop or grind out a car deal until they
feel they have received the best value for THEIR dollar, not yours. Treat them
with respect, keep your cool and continue to work the deal. It may take hours
to complete the deal and it may be a very thin deal by the time it’s done, but
it is still a deal. You won’t win them all, but if you take your time and show
respect through the process, you will be surprised how many will turn into a
car deal.

2. Do they see the value in the car? If your client does not see the value of the car, they will NEVER pay you the price you are asking for the car. You may sell the car, but you will make little to no money in the
process. When you find yourself in this situation, you need to keep selling.
Pause in the write up and break out your evidence manual. Show them competitive
comparison, third party reviews, or articles that have been written singing the
praises of the manufacturer and the particular vehicle you are selling. Show
them the letter of recommendations you have received, show them the awards you
have achieved. Show them the accolades the dealership has received in local
publications. By the way, little hint, if you don’t have an evidence manual, get
one!

3. Are they afraid you are going to take advantage of them? There are multiple ways to help your client over this hump. One, be real from the meet and greet, the investigation, the test drive, all the way through the
sale. Two, don’t answer a question if you don’t know the real answer. Lying to
a customer will immediately put them on the defensive. Three, build value in
yourself, the dealership, and the vehicle the entire time they are here. Build
it so high that the customer sees that the vehicle is worth every penny you are
asking for it. Four, avoid negative language. Don’t slam your competitors,
don’t use foul language, don’t use words like can’t or won’t. And last, but not
least, always be closing. Ask yes questions throughout the sale to gauge the
interest of the customer.

So, next time you hear a ridiculous offer, uncover what it is that has prompted that offer, overcome it and move forward without frustration or anxt and watch a contentious deal turn into a positive sale.
Good selling!

Dan The Car Man