Digital Dealer - August 2018 - 38
S A L E S & VA RIABL E OPS: Lead Handling
By Sean V. Bradley, CSP
Founder & President,
Dealer Synergy
Price Is the Easiest
Part of My Job
Is price easy for you to
handle at your dealership? Or are you like most
sales consultants or
internet/BDC reps that
stress over price questions
and objections? Price
should be easy to deal with
at any time, at any dealership. For this to be true at
your dealership, you must
understand prospects'
expectations, fears, and
stress surrounding price,
and you also need to be
thoroughly prepared when
price comes up. If not, you
will be like the majority of
sales consultants and
internet / BDC reps in the
country and have issues
with dealing with and
overcoming prospects' price
questions and price
objections.
First, you must remember that for the average
American, an automobile
will be the second largest
item they ever buy in their
lifetime. For some Americans, a vehicle purchase
may even be the largest
and most expensive purchase they ever make in
their lifetime. Now, with that
point top-of-mind, consider
how stressful this type of
purchase must be, how
scary it might be. Salespeople working inside the dealership day in and day out,
often forget how significant
of a purchase this really is
for the consumer, and the
feelings surrounding the
weight and impact of such a
large purchase.
Now compound that
reality with the fact that car
dealerships and automotive
sales consultants do not
have a great reputation.
Generally speaking, buyers
do not trust car salespeople. This is the perfect
storm for angst, frustration,
and sometimes heated
conversation over the
phone and email.
THE NEED TO EVOLVE
If you are constantly
promoting that you are the
lowest price or "Click Here"
for your "Price Quote,"
what do you expect when
people reach out to you via
email or call the dealership? They are EXPECTING the price! That is what
we have conditioned them
over the years to expect.
Price, Price, Price. Dealers
don't focus enough on
building VALUE in their
marketing efforts or truly
differentiating themselves
from the competition. Dealers don't market and brand
themselves as "Automotive
Sales Concierge."
OK, now with that all
being said lets get back to
the question...
"IS PRICE EASY FOR
YOU" OR IS IT
DIFFICULT?
Price should always be
the "easiest part of your
job!" You will either sell
the vehicle or you won't,
bottom line. So, if that is
the case, then why in the
world should you ever worry or stress over the price
question/explanation? The
only reason why sales
consultants and BDC reps
stress "price" is because
they were NEVER trained
properly and/or they are
NOT prepared for how to
handle the price question/
scenario.
Lets start with the most
important mantra that you
38
AUGUST 2018
D I G I TA L D E A L E R . C O M
http://www.DIGITALDEALER.COM
Table of Contents for the Digital Edition of Digital Dealer - August 2018
Digital Dealer - August 2018
Contents
Message from the Show Director
How to Spot Potential Leaders in Your Organization
Bridge the Gap Between Where You Are and Where You Want to Be
Are You Organized for Success?
BMW and Mazda Incentive Program Changes May Violate Franchise Laws
Accountability: The Centerpiece of Success in Fixed Ops
14 Ways to Recruit Technicians
Disciplined Innovation
What the Companies With the Worst Reputations All Have in Common
The CRM of Tomorrow, Today
Interview With Phil Mitchell of Sunset Auto Family
2 Messages From Dissatisfied Customers
Why Reviews from the Decision-Maker Matter
The 3 Essential Traits of High-Profit F&I Managers
Price Is the Easiest Part of My Job
Phone Power!
8 Tactics to Help You Stand out on Social Media
5 Signs It’s Time to Part Ways With Your Conversion Tools
Direct Response: Now More Than Ever
Digital Dealer - August 2018 - Digital Dealer - August 2018
Digital Dealer - August 2018 - Cover2
Digital Dealer - August 2018 - 1
Digital Dealer - August 2018 - Contents
Digital Dealer - August 2018 - 3
Digital Dealer - August 2018 - Message from the Show Director
Digital Dealer - August 2018 - 5
Digital Dealer - August 2018 - How to Spot Potential Leaders in Your Organization
Digital Dealer - August 2018 - 7
Digital Dealer - August 2018 - Bridge the Gap Between Where You Are and Where You Want to Be
Digital Dealer - August 2018 - 9
Digital Dealer - August 2018 - 10
Digital Dealer - August 2018 - 11
Digital Dealer - August 2018 - Are You Organized for Success?
Digital Dealer - August 2018 - 13
Digital Dealer - August 2018 - BMW and Mazda Incentive Program Changes May Violate Franchise Laws
Digital Dealer - August 2018 - 15
Digital Dealer - August 2018 - Accountability: The Centerpiece of Success in Fixed Ops
Digital Dealer - August 2018 - 17
Digital Dealer - August 2018 - 14 Ways to Recruit Technicians
Digital Dealer - August 2018 - 19
Digital Dealer - August 2018 - Disciplined Innovation
Digital Dealer - August 2018 - 21
Digital Dealer - August 2018 - What the Companies With the Worst Reputations All Have in Common
Digital Dealer - August 2018 - 23
Digital Dealer - August 2018 - The CRM of Tomorrow, Today
Digital Dealer - August 2018 - 25
Digital Dealer - August 2018 - Interview With Phil Mitchell of Sunset Auto Family
Digital Dealer - August 2018 - 27
Digital Dealer - August 2018 - 28
Digital Dealer - August 2018 - 29
Digital Dealer - August 2018 - 30
Digital Dealer - August 2018 - 31
Digital Dealer - August 2018 - 2 Messages From Dissatisfied Customers
Digital Dealer - August 2018 - 33
Digital Dealer - August 2018 - Why Reviews from the Decision-Maker Matter
Digital Dealer - August 2018 - 35
Digital Dealer - August 2018 - The 3 Essential Traits of High-Profit F&I Managers
Digital Dealer - August 2018 - 37
Digital Dealer - August 2018 - Price Is the Easiest Part of My Job
Digital Dealer - August 2018 - 39
Digital Dealer - August 2018 - Phone Power!
Digital Dealer - August 2018 - 41
Digital Dealer - August 2018 - 8 Tactics to Help You Stand out on Social Media
Digital Dealer - August 2018 - 43
Digital Dealer - August 2018 - 5 Signs It’s Time to Part Ways With Your Conversion Tools
Digital Dealer - August 2018 - 45
Digital Dealer - August 2018 - Direct Response: Now More Than Ever
Digital Dealer - August 2018 - 47
Digital Dealer - August 2018 - 48
Digital Dealer - August 2018 - Cover3
Digital Dealer - August 2018 - Cover4
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