Everywhere I go, I’m told by salespeople that everybody just wants to shop me on price!

That regardless of how a good job I do throughout the sales process, regardless of how much rapport I build with the customer, they still will go down the road for a hundred dollars cheaper after seeing it on the internet. Now while I agree with that statement. We have to be doing more to overcome the price shopper. If we want to sell more cars, and if we want to increase our gross profit, what can we do in order to overcome the price shopper? 

So here are the 4 ways to overcome the price shopper. 

1 – Don’t assume everyone’s a price shopper! 
When a new inquiry comes through, don’t just go straight to price. Don’t talk to them about the special you got or the demonstrator you have. If you start talking price upfront, all the conversation is going to be and all the focus is going to be is on price. So don’t assume that everybody is a price shopper. Go back to basics and start selling the advantages of the car. Start selling their key benefits to them. 

2 – Don’t avoid the price question in fact, welcome it! 
When a customer ask for your best price, or what’s the price you can do on this whether that’s over the phone or in your dealership? You need to validate their requests. You need to say, “That’s a great question. I’m glad you asked! We can help you out with the best price!” You can’t avoid the question because they’re expecting you to avoid the question. And they’re expecting you to be that typical car salesman. But if you want to win in 2014, you have to validate their requests. You have to say that you can give them the best price. Now, that doesn’t mean you have to give them the best price right away. But it does mean that you validate their request. 

3 – Sell the advantages of why the customer should buy from you and your dealership! 
Why would a customer buy a car from your dealership if it was the same price or even more expensive? It might be your service department gives loan vehicles. It might be that you have a car wash, it might that you have a VIP customer offer, it might be a local area bonus, an out of area bonus. You might want to talk about your CSI scores and why your customer’s satisfaction is much higher than the dealerships around. But give them a reason why buy from you and your dealership. 

4 – Give Them A Price! I get frustrated when I see salespeople refuse to give that dogmatic customer a price. Give them a price! It’s interesting we avoid this so often but the thing is, we ALL throw our best prices in the paper and on car sales to get the inquiry! It’s funny we give our best prices to millions of people that don’t want to buy a car, but then somebody inquires from us and we won’t be giving them a price?!? If that customer is so dogmatic about getting the best price and you avoid it, guess what? They’re going somewhere else! 

Be confident this week overcoming the price shopper! 

Great selling!