t in today's competitive environment, it is the customer experience above all else that motivates where a customer will spend their dollars.
If you actually advise your dealer clients to give a low price you won't have clients for long. BDC Reps and salespeople absolutely have to answer the questions that consumers are asking. My experience, which is considerable, tells me that the vast majority of people who are calling are not asking for a "best" price. This is particularly true when you have a well trained staff that reverses control of the conversation by asking fluid, instinctual qualifying questions that demonstrate an interest in the customers needs. Traditionally, it is not the customer that makes it about price, it is the salesperson.
The company that I work for is extremely successful. We have hundreds of clients that use both our on site training workshops and our ongoing coaching tools. Amazingly, the vast majority have stayed with us for years. We train them to offer the customer a superior experience without having to go down the road to price.
Even your example regarding the no money down lease question is poor. Every single dealer I have trained, and my own personal experience as a 27 year Retail Automotive Professional tell me that NO ONE ever comes in and leases a vehicle exactly the way it is offered and it is not in the customer or the dealers best interest to make the conversation about money prior to proper vehicle selection and demonstration.
Yes, there is a percentage of customers that only make their decision based on price. And yes, price is important. I know this is true because I buy things and price is important to me. But training is about preparing our sales reps for the majority of their interactions with customers, not the minority. Your blog supposes that the majority if customers are price and price only driven. Sad really, you should re think the message you want to send a dealer that is considering hiring you.
Lastly, I question whether this blog was written with the intention of helping dealers or if it was a very thinly veiled attempt to throw stones at a competitor. Regardless of your intention, read your article again and decide if YOU would take your advice.
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