I hate this question!

Marc Wagner
This is an Internet Car Sales 101 question but I have never been able to find a straight answer I like. Emailed from a customer - "What is your best price on this vehicle?" I seem to try a different answer all the time and have never found one that has stuck. We do have our prices listed online, we use tools to make them competitive and we do try to leave some room for negotiation. We try to be transparent but we know that it is in the customers nature to want to do at least some negotiation and in our experience, when we have advertised at the lowest possible price customers are turned off by not being able to feel like they "beat the dealership up a little". What is your general response to this question?
Jared Hamilton
Im not sure there is a one size fits all answer. Your pricing needs to be fair up front, which it sounds like you are doing. If you are confident your pricing is close out of the shoot. I would just level with the customer. "Thanks for considering our vehicle. Our <car> is priced at <price>. There are many variables that go in to determining the price; we study the market and try to price all vehicles aggressively. This particular vehicle is a better value than others becasue of <reason 1> and <reason 2>. I recommend that we set a time to show this <car> to you, and if you feel we have not fairly priced this vehicle we are open to discuss. We will not loose your business over a minor discrepancy in price. If you feel we are close in price, lets arrange a time to meet. If you feel we are not close in price, I would appreciate that feedback so I can know and adjust accordingly." Its not perfect for every situation but overall the best thing you
Paul Rushing
I have faced the same problem that you face as well. One thing that helped me I did not just shoot out a price in my first contact. I waited until I got more feed back from the customer. Either by phone or email. I found sending an email that asked some for more clarification of their request for more information and a quick phone call follow up you could find their hot button. I will get some examples and post them. Were they 100% heck no. I just found that if you worked the road to the sale and worked to establish rapport up front price became secondary, but not something to not deliver. FYI process was not my strong point. I needed to get customers on the phone or responding to emails to do what do best. SELL
Paul Potratz
I think it is very telling by the questions a suspect (lead) will ask, so with a question like this we can determine this individual is looking for THE DEAL so use open ended questions. We also know from experience customers like this think or believe the dealer has Thousand's in gross, so you have to be better at the sales game. This is where the fun starts, it's like a chess game! 1st If they included a phone # then Call but if not get a banter going back and forth with shorter emails. If the emails start flowing then get them on the phone by saying "John Customer, I have to take my son to the ? so can you call me on my cell or can I call you since I am headed out. Thought Them calling you makes it easier since they are in control and the mention of a child can create a common. The goal is to befriend this individual and make them feel you are a average Joe that wants to help them and you will do whatever it takes to get them a great deal. Reply to customer "Have you found a vehicle you l
Susan Burgess
Wow- such a strong decription of feeling for the main thing that motivates all of us as a consumer- price. There is no cookie cutter answer to this question- just like each sale has the same ingrediants, the final product does look different each time. The ONLY required ingrediant to how to handle this- answer the question. Give the honest reason you're not able to match the $3500 below the invoice the guy down the street is doing- without bashing that guy. With all my reps, all of them will tell you this question strikes fear in them- and of course it should. I know every vendor I deal with fears that question from me- because behind it comes the possiblilty of rejection. Uh, that's the business we're in. Accepting that we aren't going to sell everyone a car, however our dealership will leave a lasting positive impression takes a lot of the fear of rejection away. I have reps that sell our service department when we aren't able to get the vehicle sale. Goes along with do not ever delete a lead- they wi
Grant White
Give it to them.....if it's a "common vehicle". If the shopper has the choice of 49 similar vehicles in a 25-mile radius, the customer is probably going to the dealers who will give him the lowest price AND who is easy to deal with. Convey how quick and easy it is to do business at your dealership and ask a couple of "rapport building" questions. Quick, easy, and to the point. Then...follow up, follow up, follow up. I always preach, "Be memorable" to my staff. If you don't have a great personality you must stand out from the crowd by being knowledgeable and easy to do business with. It's hard to show a great personality over the net. P.S. - I'm a big fan of calling the customer if possible.

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