Build VALUE- Hold GROSS (why your customers mind has to change from price to value)

Andrew Breedlove

Hello all, new to these parts. I am hoping this post adds some much needed value to used car portion of the board. I wanted to share a post I made specifically for a FB group I am in the other day. I quizzed them what the current automotive shopper looks for specifically when making a decision to purchase a car. A "mental checklist" if you will...Most answered with VALUE based around their dealership and the sales team (this is great but not what a customer cares about when buying the right car)

Here is how it breaks down.....

1) similar make
2) similar model
3) similar equipment 
4) similar miles 
5) a Clean CARFAX 

And if all of those match up the only determining factor for their buying decision is PRICE!

Are you kidding me?!?

Not every used car is prepared the same. We all know that. There are some who have high integrity and excellent processes who spend well over $1,000 in recon work to make sure the car is road ready with no issues. Then there are some who will wash it and shine it up and stick it on the front line.

If both of those have Clean CARFAX which one does the consumer choose? Obviously the cheaper one that had zero work done to it. 

Isn’t that stupid?!? We (the automotive industry) HAVE to change the customers mindset and stop letting those third party vendors (most who have never been a dealer before) tell you to drop your prices to sell your cars. 

How about you increase your integrity and your process and sell the car for a reason. But hey, don’t think for one minute you can sell the price before you sell your value. If you do it that way you are justifying your price. If you build value first when they try to talk about dropping the price you use real relevant facts to support your price. That’s VALUE!

Build VALUE  - Hold GROSS. That’s what we help with here at AutoiPacket. Let's change this horrible decision making process across the country together. We have over 600 dealers Nationwide including every Sonic Automotive location helping us do this currently. Together we can teach the customer that the car business has changed (for the most part..) and is no longer about ripping a customers head off for profit.

Mark Rask

I should have said customer experience 

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