Are you finding yourself reluctant to mention price with a customer? Well, price will be part of the conversation that can never be avoided when it comes to the 2nd largest purchase a person will ever make. When car buyers negotiate price, it can be stressful and time-consuming. As a salesperson, it is your job to help them overcome that stressful aspect of the buying process. By controlling the conversation and hitting all the points: greeting, asking permission to speak, stating the purpose of the call, and so on, you will ace the conversation every time.  

Everything has a price tag. So why is it such a stressful topic when it comes to the car buying process? Price is just a mindset. It can be one of two things, an expectation or an objection. With the proper training and development, you can handle both. Sometimes the price objection is overcomplicated when it shouldn’t be. Sean says, “follow the path of least resistance.” The Road To The Appointment, created by Sean V. Bradley, is the path of least resistance for phone calls.     

Energy can not be created, nor destroyed, it can only be repurposed. Sean goes over the inverted triangle, which is the Dealer Synergy’s Inbound and Outbound phone process. At the beginning of the phone call, bring the energy up to help you pace the conversation and get through the process. With the use of controlling question, “Have you ever purchased a vehicle online before?”, you as the salesperson have the ability to transition the conversation to other important factors.

“Other than price, what else is important to you when deciding where to buy your next vehicle?”. This allows you to talk about the dealership’s Value Package Proposition. Before you start discussing price over the phone, you need to build value. Sean said, “You should be able to explain why this person should buy the car.” An example would be if a customer was a firefighter, talk about programs the dealership or manufacturer offers for firefighters. Building value over the phone is more tactical because the customer will likely call other dealerships about a similar vehicle. So with that in mind, you need to explain why that customer should buy from you and what sets you apart from the other dealerships. 

Stress can never be avoided; however, you can repurpose that stressful energy. You can control the conversation by presenting the price after you present the value on the phone. Price is an objection or an expectation. However, price is only relevant with the absence of value. So by channeling the energy of value before you talk about price, you can follow the path of least resistance and close more deals.