One of the biggest challenges facing any Internet Sales Manager is the Low Ball Quote. Because there is no guaranteed answer to the Low-Ball. no turn-key, no magic bullet. Joe Girard, one of the great car salesmen of all time, said that the battle is not customer vs. salesman; the battle, as Mr. Girard states, is getting on the customer's side. The Low-Ball is what stands between you and a winning relationship with the customer. It is a big mountain to climb. 

Some Background:

When dealerships went through the 2008-2009 Recession the negotiating power was shifted to the consumer almost exclusively. Dealerships lost "front-end" money selling new cars--sometimes as much as $3000--hoping that the Finance Manager could make it up "In The Back" with the purchase of a warranty or other Finance add on. Dealerships sold new cars at well below invoice because there was money apart from the "back-end" coming from the manufacturer. This situation set unrealistic price expectations with the consumer. MSRP means nothing, and Invoice has become a fetish for the Internet customer, as in "How much below invoice are we looking at?" Even with better economic times this price expectation is still there.

Most responses to the Low-Ball are feeble at best: "Wow ma'am, if you get that price please call me back so I buy my cars there."; "Oh, that's the ad car price. Those cars don't have air conditioning or a radio."; "Yeah that's great price, did they give you a stock # or VIN #? They didn't? Then it's not a real quote." If you notice the responses they have an underlying message: "Boy did they sucker you." You have, in so many words called your customer stupid.

Here are some typical Low-Ball's. You'll notice the customer is setting the agenda, taking control of the conversation, and even when the ISM has answers he has lost control of the sale by reacting instead of leading. Regaining the initiative takes discipline, persistence, and a sense of humor. 

The Customer Low-Ball:

Customer: I saw the new Be-Bop 2000 on your lot. How far below invoice can you give it to me?

ISM: Our prices are the best in the area, I'm sure we can--

Customer (interrupting): We must have a bad connection, because I asked you for your best price and you didn't answer me. Do you have a hearing problem? What is your best price?

ISM: I'll have to check with my Sales Manager.

Customer: You do that. Call me back. Click. (The ISM didn't get the customer's phone number)

The Dealer Low-Ball:

Customer: I see you have the Be-Bop 2000. You do have it don't you?

ISM: Absolutely, when would you like to come--

Customer (interrupting) : I have a price from XYZ Dealership and they are $4000 below sticker. Can you do that?

ISM: Do you have that in writing? Those guys are always Low-Balling customers. You aren't the first.

Customer: Well I did call them...

ISM: Did you get a VIN or Stock #?

Customer: I don't have one.

ISM: So they could have given you any price and without a stock # or VIN it's not legit. Don't feel bad. Get a Stock # and a full breakdown and I will meet or beat it. 

Customer. I should have got that I guess.

ISM: Happens to the best of us. Give me a call when you get something real.

The Ad Car Low-Ball:

Customer: You've got the Be-Bop 2000 and I was just wondering if you could beat a price from another dealer.

ISM: We have the best prices in the area, I'm sure I can.

Customer: The regular price is $20,000 plus tax and license. Their price is $15,800 plus tax and license can you beat that?

ISM: That's crazy. Where did you get the price? It doesn't sound right to me.

Customer: It's right. It's in the paper today. They even have a VIN #.

ISM (chuckling): Oh you got the Ad Car. Do you remember when the ad first came out?

Customer: I think Friday. 

ISM: And it's Sunday now. That car is gone. We do have a Be-Bop but your aren't going to get it for $15,800. No one wants to lose that kind of money selling a car. Probably sold it to a Dealership employee on Thursday. 

The above examples are not a comprehensive list but it does give you a few of the traps when the ISM tries to navigate the Low-Ball.