Digital Dealer - August 2018 - 39

need to remember, "Full
Price Is Fair Price." Now
repeat that out loud three
times, "Full Price Is Fair
Price," Full Price Is Fair
Price," and "Full Price Is
Fair Price." You have to
be comfortable with this
"pricing" reality. There is
nothing wrong or inappropriate about discussing
price. Even if the price
is MSRP and I dare
say EVEN OVER LIST
PRICE! Again, Full Price
IS Fair Price. I promise
you, the second that you
become comfortable with
that concept and actually
believe that statement, you
will be more successful in
handling the price question/scenario. Please think
about every other situation
outside of car sales, where
price, cost or money is a
factor:
 Grocery store
 Restaurant
 Barbershop / hair
salon
 Toll booth for bridges
and/or highway
 Taxes
 Medical expenses/
Hospital/dental, etc...
 Movie theater
 And everywhere else
price or cost comes up!
Nowhere else other
than car sales can you
have so many problems,
confusions, frustrations,
or issues regarding price.
Almost all other scenarios,
price or cost is pretty cut
and dry but in our industry
there is negotiation. In
our industry, there is also
doubt and confusion which
lead to fear and frustration.
I want you to just think

of pricing in our industry for
your prospects and clients
like it is in almost ALL
other industries. That reality
should give you confidence,
that reality should also
soothe you and allow you to
remain calm and confident
whenever you or your prospect/client brings up price
or cost. This is the proper
mindset you need to have
in regards to price. Now that
you have the proper mind
set, lets get you the skill set.

HERE ARE SOME TIPS
AND BEST PRACTICES
REGARDING PRICING:

Price is ONLY relevant
with the absence of value!
You must ALWAYS build
value. The type of prospect
you are working with, as
well as what medium you
are using to communicate
(email, text, video, social,
phone, etc.), will determine
your strategy. But regardless, you want to focus on
building value with that
prospect right from the very
start.
Seek first to understand
and then to be understood.
People run around saying
that they want to exceed
someone's expectations.
That sounds good, but how
can you exceed something
if you haven't first understood their true wants,
needs, and expectations.
Then you need to meet
those expectations. Once
those two things are accomplished, then and only then
do you have the opportunity
to exceed.
I am sure you have heard
the advice "Sell yourself,
sell the dealership, and sell
the product." That is great

Make sure your prospect
knows how much YOU love
working for the dealership
and what an incredible
organization it is. Think in
terms of mission, vision,
and values. What does
your organization do for the
community? Share all the
awards and accolades the
dealership has received.
And of course mention all of
the positive reviews online
like Google reviews and
Yelp.

Strides for Breast Cancer
or Hyundai's "Hope on
Wheels")
And of course, develop
a powerful library of objections/expectations and
rebuttals. For example, we
have 25 interactive training
modules on how to handle
price/cost for Internet and
phone ups. We also have
an additional 10+ for how
to handle price / cost for
showroom prospects.
That is over 35 separate
strategies just on how to
handle price! If you or your
dealership doesn't have a
thorough plan on how to
handle price you will fair or
at best not maximize your
true potential.
And finally, you must
practice, practice, and
practice (and NOT with
real customers)!
If you have any questions about this article or
if you would like a free
strategy session to discuss
objections / expectations
and rebuttals, email seanb@dealersynergy.com.

You need to be a "Brand
Ambassador." You need to
know your product inside
and out (full features and
benefits as well as why it is
better than the competing
brands). Additionally, you
want to sell the manufacturer. Articulate to your
prospect all of the awards
and accolades your manufacturer (not just a particular
model) has received. Also,
don't forget to mention
the amazing things that
your manufacturer does to
support the community (i.e.
General Motor's Making

SEAN V. BRADLEY, CSP is
an entrepreneur, published
author, speaker, and awardwinning international trainer.
He is an eight-time NADA/
ATD convention speaker and
a FranklinCovey Certified
Facilitator. He has earned the
coveted "CSP" designation
in the National Speakers
Association. Sean is also a
member of the elite "Million
Dollar Speakers Group" in
the NSA, as well as a State
Association Speaker and
Trainer. He has spoken at
over 217 NCM and NADA 20
Groups. Sean has personally
trained 25,000+ automotive
sales professionals in 1,100
unique rooftops. EMAIL:
seanb@dealersynergy.

advice but lets break those
down.
SELL YOURSELF:

Get your prospect to
like, trust, and believe you.
The best way to do that is
to practice Kindergarten
rules."Do to others what
you would like done to you."
Be kind, be sincere, and be
honest. Also, differentiate
yourself from the competition. ALWAYS clearly
articulate what is different
and better with you over the
competition.
SELL THE DEALERSHIP:

SELL THE PRODUCT:

D I G I TA L D E A L E R . C O M

AUGUST 2018

39
http://www.DIGITALDEALER.COM
Table of Contents for the Digital Edition of Digital Dealer - August 2018
