We know what the best thing to say is, and we know precisely when to say it. With our guide, when someone asks for the “best price,” whether for a new or a used vehicle, you will know EXACTLY how to respond.
Full disclosure: it’s not that you don’t want to offer everyone your “best price.” We know that’s not the case. Pricing structures can involve variables and be more complicated than one may think. The tricky part is that these variables are on a case-to-case basis. They depend on the individual customer situation, the bank, the vehicle, etc.
These are things that are extremely easy to get wrong; thus, by offering too much too soon without knowing all the facts, you may confuse the client. Or worse, scaring them into the arms of another store that doesn’t have their best interests at heart and claims they’re offering a “best case scenario,” which never ends up happening!
Base Price Beginnings
When receiving a web lead or phone call, starting with the base price is the logical first step. Before agreeing to a car, customers want to know what they’re getting into. And who better to explain this than you? Plus, the base price is an excellent way of determining if we’re comparing apples to apples at the most fundamental model level.
What is the right way to handle this?
1. Do Not Oversell
What you don’t want is a customer setting, what we call, silent expectations. By altering the price too much, they may think they don’t have the budget for your product. These preconceived notions will cause you to lose the sale entirely. Why would you make up numbers if you can offer the true base price? NEVER LIE!
2. Give a Range
Even when they think they do, customers don’t want an exact price. They do, however, want to be given a range. As we all know, prices fluctuate. Including a full breakdown too soon could result in a significant gap that the customer did not account for. Providing a range eliminates this opportunity for inconsistency.
3. Add a Reason
The best thing you can do is include reasoning when speaking to customers. It never hurts to disclose what AND why! A customer’s understanding is key to a sale. You know best because, after all, you do this several times a day. The customer, on the other hand, on average, experiences this once every 42 months.
Now what?
As always, ask for the appointment! The goal is always to bring the customer in! You’ve provided the price and all the right information, so it’s time to go for the gold.
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Morbi ac tincidunt lorem. Donec odio purus, facilisis vitae erat vel, suscipit tristique turpis.
