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It may be a cliché but "an ounce of prevention is truly worth a pound of cure.” If you plan your sales presentation properly you won't have a price objection and you'll be able to close the customer who thinks he doesn't want to pay the price. To do this you must plan your sales pitch so price does not play a determining role in the sale.
We have found there are three key factors for an effective sales presentation.
- What does the customer think they want or need?
- What does the vehicle actually need?
- Are they price conscious?
Listen to everything the customer says about their perceived needs. Next, look at the vehicle reinforcing what the customer’s perceived needs are. For example, “Yes, your car’s paint does need buffing. It’s oxidizing and must be stopped before it creates further damage.”
To determine if they are price conscious ask if they want the interior cleaned. If they are price conscious they will either say, no, they don’t want these services, or they will immediately ask, how much?
If they say no, it is generally best to back off and simply sell the service they indicated they wanted.
If you feel the door is still open for an upsell, carefully reinforce the need for the additional service(s) to protect the car’s value.
Selling the need and value of the service(s) can generally eliminate price objections.