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Customer: “No I’m not interested in buying today, I just want your best price”

Seller: “_____________________________________________________” fill in the blank


Every dealership has this problem; how many times has this conversation ended with us forced to write “N/C” with a Sharpie or Whiteboard marker?


Could this daily exchange be the origin of our reputation of being only slightly more desirable to do business with than a dentist? 


What's your favorite line? (fill in the blank)

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I could fill in the blank but I would have to "Blankety blank" (censor) my gut reaction.


What is the right response?

Customer: “No I’m not interested in buying today, I just want your best price”

Key words for me are customer & want. Give them what they want, the way they want it and let them get on with their mission whatever it might be. I welcome any opportunity to be in front of a consumer. Something caused them to be in my showroom and one way or another we paid plenty to get them there. Our money has been spent the second we are face to face. This is my opportunity to provide the best experience I can. I don't intend to piss away the $372.00 bounty we paid to get this customer in front of me. This consumer may well leave without a vehicle but he will have my best price and an opinion of my dealership and of me. I care little how my price compares, it is what it is. I care about the impression the consumer leaves with. If price were the only thing that mattered then there would not be a Ritz Carlton, only Motel 8's. I have no interest in starting or winning a pissing match with a consumer. The instant I declare myself the winner of the match I have lost all hope of delivering a vehicle, today, tomorrow and beyond.

I agree with the need to satisfy the "customer" "want". 


I think the thing that caused them to be on your showroom floor is that they think you might have something they may want. Their there to figure that out. Would you agree?


What is Hank Graff Chevrolet's conversion rate; assuming what you have described above is the reality of every exchange. Do all of your sales staff agree with and practice what you preach?


It seems to me that the dealer that received the second visit is more often than not the dealer the secures the sale. 


Your thoughts?





Sounds like a situation that occurs after the customer has been worked and there is still no commitment.  Here we go, "no problem, mr. customer, since you are not ready to do anything just yet and the market keeps changing so fast I am going to give you a range of what you can buy the vehicle for right NOW.  The price range will be between (use small range but keep it legitimate).  By the way, when do you think you will be ready?  I am not sure if you noticed but we are running a special promotion right NOW that might make it worth your while to get this vehicle now instead of later."


Take control and find out why they are not interested in buying and sell, sell, sell.


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