Notifications & Messages

Jared Hamilton
From: Jared Hamilton
Hey - It’s time to join the thousands of other dealer professionals on DrivingSales. Create an account so you can get full access to the articles, discussions and people that are shaping the future of the automotive industry.
×
Chris Vitale

Chris Vitale Vice President

Exclusive Blog Posts

How To Instagram: Instructions For Beginners

How To Instagram: Instructions For Beginners

Today everyone already knows that Instagram is not just a social network where you can share beautiful photos and chat with friends. This is a unique platf…

How to Properly Execute Pickup and Delivery

How to Properly Execute Pickup and Delivery

Dealership service departments who don't offer pickup and delivery are at a severe disadvantage these days. Find out why, and get tips to properly implemen…

Vision for the Industry: Former Volvo Exec on His New Role at Motoinsight

Vision for the Industry: Former Volvo Exec on His New Role at Motoinsight

Motoinsight, the innovative company behind one of the world’s leading digital retailing platforms, has just brought Alex Lvovich into the fold. As th…

How to Find Clarity in the Chaos

How to Find Clarity in the Chaos

As we move from the warmth and relative stability of the summer to the pending (or active, in some regions) lockdowns of autumn and winter, the uncertain…

Be NICE: How to Embrace Compassionate Leadership at Your Dealership

Be NICE: How to Embrace Compassionate Leadership at Your Dealership

You can listen to the full podcast here (and subscribe!): BE NICE KPI Cafe In this episode of the KPI Cafe, "Playground Director II" Jeff…

That's okay, I'm just price shopping....

Part of handling inbound phone calls is dealing with the customer's objections. The more equipped your sales consultants and BD agents are, the better your chances are of securing the appointment/meeting. There are many ways to handle objections, but here's an example of one of the top objections you'll come across and how to respond.

“That's Okay. I'm Just Price Shopping.”

Most of us have heard this objection before, right? The customer calls into the dealership on a specific new car, and after asking for the appointment, the customer says:

 "that's okay. I'm just price shopping…."

At this point, the conversation can go one of two ways. This is the customer’s way of ending the discussion with you. In which case, the sales consultant or BD agent might not have received their contact information to secure a time to follow-up.

When this happens, here are two ways your sales consultants or BD agents can handle the objection.

Response One: That's great! Here at [dealership], we make it easy offering the best price available. Now let me ask you, is this the only make and model you were considering? If so, I have [vehicle options] that could potentially save you money! What time works best for you to come in and meet with my manager? I have this afternoon or evening available. *

As you can see, the response is tackling the customer's objection head-on. And by doing so, it gives you the chance to inquire about the customer's flexibility. But to get to this point, you have to tackle the objections with confidence!

*for those of you who are offering "at home test drives," be sure to mention that option!

Response Two: I understand and respect that. But here at [dealership] we are fully transparent with our pricing. By the way, are you trading in a vehicle? We need pre-owned vehicles like yours, and are always offering top dollar! The appraisal process takes less than twenty minutes! What time works best for you to come in and meet with my manager? I have this afternoon or evening available.

In this response, you're not only tackling the objection head-on, but you're asking the customer more questions, which can (and in most cases) lead to more answers with the goal of getting to the appointment.

Both responses are tackling the objection. More importantly, despite the answers being different, the approach remains the same. That is getting the appointment. The point is that the more comfortable you're at handling customer objections, the easier it will be to maintain control of the conversation. And remember, remain positive on the phone! The customer can easily pick-up your tone and possibly feel that you are disinterested.

Lastly, remember the customer picked up their phone and chose to call your dealership! They called you!

Tim Triplett

Great topic, thanks Chris.  Another approach is to focus on the value of the vehicle and take the conversation away from price.  For example, you might tell them that this is the only vehicle within 300 miles with this popular trim package, it has the lowest mileage of any vehicle of it's kind within 100 miles, still has a remaining warranty and there is only one of these vehicles within a 200 mile radius.  This particular vehicle sits on the lot for an average of 14 days, it's been here for 8 days already and we have 3 people looking at it so if this is a vehicle you're interested in it won't be here long so you might want to get down here to look at it before it's gone.  Answer the question and create a sense of urgency without ever talking about price.   

Ernie Rizzolo

All good discussion.  Spent 30 years as a sales manager.  You must give the customer a price, you must give them good reason to buy at your store.  But, I taught my salespeople to add a little tag line before they hang up.  "I always quote the best I can to a customer on the phone but ultimately, your presence is your leverage.  A customer here on the showroom floor and ready to purchase has a lot of negotiating power with management."  

Tim Triplett

Great tag line, Ernie.  With your permission I'm going to steal that from you and give you credit for it (unless you're not there). I would just add that if all we give a shopper to focus on is price, that's all they'll focus on and now it's a race to the bottom.  You've already given them a price on your site, so sell them on the USP of the vehicle by merchandising them correctly on your site before you ever talk to them.  When you do talk to them, focus on the value of the vehicle(s) and their trade instead of how they can negotiate the price down, get the appointment, get them to the dealership and then justify the price.  And sell them a vehicle. 

Chris Vitale

@tim Couldn't agree more! I hate to say this but the reality is we all know what attracted someone to a car online. It happens to all of us when we're searching for cars ourselves. There's that one unique "thing," whether it be a feature, a quality (low miles/low price), or something emotional. We also know where our cars stack up as it relates to price against others and let's face it, if everyone is trying to be the lowest, we'd be paying customers to take them for free :) That won't work. So they're all "around" the same price and it's usually pretty in line with what's market. There are always outliers, i.e. tainted Car Fax, never titled 3 year old "story cars," you name it. But if a vehicle is priced accurately to market and fairly for what it's representative of then all should be fine. 

Chris Vitale

@ernie I agree, however am constantly amazed at the ones I see that say "call for price" or the ones that have a $50,000 car listed for $1,000,000 for whatever reason. The majority of cars are priced online today and I think that's outstanding. I love the tagline and you're right. I just had this conversation with someone this morning as a matter of fact, no matter how "transparent" or what software or how many emails are exchanged, at the end of the day it is truly easier for large purchases to just sit down together. Plus, what I NEVER see mentioned are the lease and financing options and their wrinkles. Add a trade or two and all of a sudden you have a real nightmare. One dealer is quoting without tax, another is quoting with. One dealer is mistaken on the trade and another flip/flopped the miles. The lease miles are being calculated at 15K at dealer A but at dealer B they're 10k. One is a true "sign and drive" and the other is first and fees but "no money down." Nobody is "lying" yet the customer thinks everyone is lying. The poor salesmen are running back and forth at both stores, taking mortar fire from the customer, the desk and probably the F&I guy. I'd guess the Used Car Manager too. Come on in and get it done right the first time with proper values in less time and probably save yourself a ton of time. But I'm way off topic! Bottom line is I agree with both and thank you for the outstanding feedback! 

 Unlock all of the community & features  Join Now