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Joe Webb

Joe Webb Founder / Trainer

Exclusive Blog Posts

10 Things Should Be Consider During The Inspection Of The Car

10 Things Should Be Consider During The Inspection Of The Car

Keeping track of a car is a difficult task. It is impossible to inspect a car on your own. You need to consult and discuss the entire process with one who …

WEBINAR RECORDING - How To Amplify Your Sales Productivity by 50-100% and Drive Greater ROI

WEBINAR RECORDING - How To Amplify Your Sales Productivity by 50-100% and Drive Greater ROI

In today's Webinar, we had a great discussion with Matt Weinberg, SVP of Consumer Experience at Modal. He shared some innovative strate…

Fostering Quick Decisions between Fixed and Variable

Fostering Quick Decisions between Fixed and Variable

By Keith Brice The time value of money states that a dollar today is more valuable than a dollar tomorrow. Fixed Ops managers live in the present. Their…

Car Sales Data Worth Celebrating

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[Podcast] Create a Dealership that Your Employees Won’t Want to Leave - with Guest Clint Pulver

[Podcast] Create a Dealership that Your Employees Won’t Want to Leave - with Guest Clint Pulver

In this episode of the Dealership HCM podcast, Bart and Jason sit down with employee retention expert Clint Pulver to discuss tactics that dealers can use …

Pricing is Not an Objection

I’m not about to get into semantics here. Pricing is not an objection. Just returning for an on-site visit to a car dealership client, I was confronted with a store that actively avoided talking price at all costs. Even when the shopper asks. Even when being displayed on the website, they choose not to re-confirm in email or on the phone.
“Why bring up an objection?” they said.
Your product’s pricing shouldn’t be one.

“What’s the price?” Or, “What’s your best price?” are not objections from customers. They’re simply questions for which you must find an answer. “I do not want to buy this car.” That is an objection. “I can’t afford this.” That is an objection. Objections are to be followed up with more questions to the prospect.

A customer doesn’t object until they say “No.” Just requesting the price (or bringing up the price) should never stall a deal. It should move it along.

Stop being scared about presenting the pricing. It is what it is. Not all price answers lead to customer objections. Normally, shoppers are simply looking to validate their belief of what the pricing should be. Granted, I see dealers smacking on $2,000 in addendum fees unbeknownst to the customers and that will certainly bring about objections. However, requesting a product’s asking price is not a prospect being difficult or throwing up an objection. It is seeking an answer.

Today’s shoppers are price snobs, and deservedly so. I’m one myself. When I visit Amazon, I cringe at any call-to-action saying I must add the product to my shopping cart before seeing the special price. Customers are no different. Your product’s price is your friend. A necessary element to a loyal relationship.

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