3 best practices for addressing higher vehicle prices with customers — Sean Gardner

Many auto dealers are charging over market adjustment prices for the vehicles on their lots today, but consumer interest and demand are still strong. Today on Inside Automotive, we’re pleased to welcome back Sean Gardner, instructor and Sales Trainer for the Joe Verde Group, who shares what retail automotive professionals need to know about handling higher prices with customers.

1. Auto retail professionals must learn to gently set aside some of the early price questions that customers have 10-15 minutes into a sales presentation. When a customer inquires about price early on, all a salesperson has to do is tell them the cost and steer the conversation back to your presentation. Try finding out how much space the customer will need and what features pique their interest. Gently moving aside early price questions will ultimately lead to a better, more personalized buying experience.
2. Sometimes, you can make the perfect presentation, but when it comes to negotiating the numbers, the customer could still object to the market-adjusted price. What salespeople need to remember is to emphasize the positive market-adjusted valuation they’re likely to get on their trade-in.
3. Have fun and sell cars. Laughing is the shortest distance between the greeting and the delivery.

For more great selling strategies, watch our interview with Sean Gardner above.

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