If you have been working in a car Dealership where everything is based on the number of units sold, you may not spend much time thinking about Gross.  If all the bonuses are paid for units sold, then you will do whatever you can to move the iron just to get to the bonus money.  If you are selling price alone it is hard to resist the temptation to sell to the Manager instead of the Customer, but the truth is that no matter how your commissions are structured, you do not have to give up Gross to get to the top.  In spite of what some people may think, most auto Customers are not just shopping for the lowest price.  Research has shown that Customer buying priorities are the Product, the Salesperson and the car Dealership, in that order. Of course price is important, but not nearly as much as those three things.

The quickest way to lower your Gross is to ignore the correct process that has proven successful in this business.  There are many variations of the car sales process, but none that are considered professional and acceptable are based on price alone.  When you’ve connected with the car-buying customer successfully and helped to ease their natural defensiveness, you are already on the way to empowering yourself for success in the sale.  Professional car sales training such as David Lewis and Associates training teaches the folly of negotiating on the lot or presenting your product and yourself in such a way that the customer is only interested in the price.

There is one question that when asked will always cost you Gross from the deal. That is when the auto sales customer says that the price was higher than they wanted to pay and the Salesperson responds with, “What price did you have in mind?”  That question alone takes away your power to negotiate and drives the customer to seek the lowest price they can get.  This means that now you are negotiating on their terms, not yours, which will always affect your overall gross.

Every time this question is asked by the Salesperson, gross is lost. Would you want to lose gross unnecessarily like that? 

I would like to know how you would handle the common response of “That price it too high.”Attend one of our training classes in King of Prussia, PA or Paramus, NJ to see how we teach our students to respond to that common objection and so much more.  Contact Mary Mannella today at 1-800-374-3314, extension 215 to learn more.