There is something to be said for not trying to be the lowest price.
If you see that Bentley up there parked next to Honda Accord, you are right in thinking that both are nice cars, but could anyone who knows anything about both cars possibly have any belief of the pricing of the two being similar?
Of course not!
The Bentley Continental GT's W12 engine is essential a dual-V6 engine that produces 626 HP and 605 ft.-lb. of torque, nearly triple the production of the Honda's V6 engine.
I'm not here to sell you a Bentley, but I'm here to explain to you that you have to believe the product you are selling is the caliber of the Bentley and everyone else is just selling Hondas.
I got that opportunity today when showing a customer a brand-new 2016 Ford Explorer Limited with panoramic roof and class III trailer hitch.
It's important that you know those add-ons because the customer had very specific needs which she told me she had found that the Nissan Pathfinder down the road was able to meet.
I located a Ford Explorer that gave her everything she was seeing on the 2015 Pathfinder Platinum, and of course it had a few extras. I very bluntly told her that I would get her a great deal, but there was no way I could sell her this Ford Explorer as cheap as she was saying she was getting the Pathfinder for. I would show her why our SUV was worth more and it would be up to her to decide whether she was willing to for the extras.
When she didn't turn and run at that statement, I knew I had a very interested buyer.
On average, a comparable equipped Ford Explorer is going to be about $2,000 more than a Nissan Pathfinder so it is up to me to find about $4,000 worth of bonuses to help my customer see the value.
It didn't take long for the customer to start noticing them herself when she saw the additional space her grandkids would have in the 2nd and 3rd rows. She was noticeably aware of the additional horsepower and torque on the test drive, and before getting in to the additional tech and safety features, she was sold.
Setting the presentation up this way, negotiating was very simple. Price was what it was, it simply came down to getting her the great interest rate that she qualified for so that an unavoidably high payment could be as manageable as possible.
40 minutes later she was driving home a 2016 Ford Explorer. Salespeople so often forget that cars are sold, and negotiation can take place, on the lot, and they try to do it all at the desk. That becomes contentious and more often than not ends up in the salesperson giving away profit unnecessarily.
If you see that Bentley up there parked next to Honda Accord, you are right in thinking that both are nice cars, but could anyone who knows anything about both cars possibly have any belief of the pricing of the two being similar?
Of course not!
The Bentley Continental GT's W12 engine is essential a dual-V6 engine that produces 626 HP and 605 ft.-lb. of torque, nearly triple the production of the Honda's V6 engine.
I'm not here to sell you a Bentley, but I'm here to explain to you that you have to believe the product you are selling is the caliber of the Bentley and everyone else is just selling Hondas.
I got that opportunity today when showing a customer a brand-new 2016 Ford Explorer Limited with panoramic roof and class III trailer hitch.
It's important that you know those add-ons because the customer had very specific needs which she told me she had found that the Nissan Pathfinder down the road was able to meet.
I located a Ford Explorer that gave her everything she was seeing on the 2015 Pathfinder Platinum, and of course it had a few extras. I very bluntly told her that I would get her a great deal, but there was no way I could sell her this Ford Explorer as cheap as she was saying she was getting the Pathfinder for. I would show her why our SUV was worth more and it would be up to her to decide whether she was willing to for the extras.
When she didn't turn and run at that statement, I knew I had a very interested buyer.
On average, a comparable equipped Ford Explorer is going to be about $2,000 more than a Nissan Pathfinder so it is up to me to find about $4,000 worth of bonuses to help my customer see the value.
It didn't take long for the customer to start noticing them herself when she saw the additional space her grandkids would have in the 2nd and 3rd rows. She was noticeably aware of the additional horsepower and torque on the test drive, and before getting in to the additional tech and safety features, she was sold.
Setting the presentation up this way, negotiating was very simple. Price was what it was, it simply came down to getting her the great interest rate that she qualified for so that an unavoidably high payment could be as manageable as possible.
40 minutes later she was driving home a 2016 Ford Explorer. Salespeople so often forget that cars are sold, and negotiation can take place, on the lot, and they try to do it all at the desk. That becomes contentious and more often than not ends up in the salesperson giving away profit unnecessarily.