Price Cutting is For Sissies

Posted by admin on Aug 20th, 2009 | no comments

Those of us that can’t sell, cut prices. My aim isn’t to upset anybody by that comment but I really want you to take what I’m about to say to heart: “If a customer, once at the negotiation table, asks you to lower your price, you have failed at your job.”

You see, most people think of sales as negotiations, when it is so much more than that. Sales has never been or ever will be a one step process, it has many stages with one stage leading into the next until a sale is made.  Our goal, as car sales people, is take an up, a referral, or a repeat customer and sell them a car. It’s just that simple, but to many car sales people make it tougher than it needs to be by cutting corners so they can get the quick sale and move on to the next.

SLOW DOWN! Take your time and find your customers hot buttons.  Stop rushing past the qualification step and putting your customers in a vehicle that they can’t afford. When you find the right vehicle make them love it, sell it. Make them excited about, make it an experience that they won’t soon forget.  If you can make the benefits of owning what your trying to sell them bigger and more important than the money they will be spending on it then they won’t ask for a price cut and I won’t call you a sissy.

Make yourself believe that every vehicle on the lot is worth 5 thousands MORE than what you asking for it. If you don’t and you are presenting numbers your customers will pick up on it. They will sense that you feel the car isn’t worth what you’re asking and will ask for a price cut. Don’t ever put yourself into that spot.

I want you to think about that a moment. We all have a tell that customers can pick up on a mile away, it doesn’t have to be as easily seen as a flinch, maybe just a tightening of the jaw or a widening of the eyes but rest assured the customer can and will see it. You have to be so sure of your price that you feel it’s a deal even if you’re asking 50 G’s for a 2002 Kia Sedona.

“Before you can EVER sell your customers on the price you must first sell yourself.”

I want you to believe in what you’re selling as well as the price of what your selling. Work on your walk around and make it pop, if your customers tongues aren’t hanging out of their mouth then you aren’t doing your job.  The goal here is to keep pressing your customers hot button, over and over this will ensure that when you sit down to talk numbers you will be the only one talking. Always, always, always remember that price cutting is for sissies, are you a sissy?