Which buyer is easier to close, an emotion buyer or a logic buyer? Which   buyer to you gross more on, a logic buyer or an emotion buyer?We know the answer to both questions,so why do we allow our sales teams to skip the most important step in the sales process in regards to making this transition? The "Product Presentation" or "Walkaround" is the step that helps the sales rep build "perceived value"during your sales process.The ONLY time a potential buyer will make a buying decision is when he/she believes the value of the product received exceeds the price he/she pays.If your sales team neglects to build value,the only thing left to discuss is price. You have just turned you customer into a "logic" buyer and your result is either no deal or a flat deal. As the "perceived value" in the eyes of the customer goes up, the importance of price goes down! This step also sets up your "Demo" drive which also allows you to build value as well as allowing your potential buyer to assume "mental ownership" of the vehicle, which is key to transforming him into an "Emotion Buyer".Make sure you constantly reinforce the importance of these two steps with your team,and you will see an increase in volume and gross. Happy Holiday, Bruce