Price continues to be one of the most difficult hurdles for sales teams to overcome when turning phone calls and online inquiries into in-store appointments. On the latest episode of Loyalty-Based Sales Strategies, Jen Suzuki, President and founder of eDealer Solutions, emphasizes that dealerships must adopt a confident, loyalty-based approach to pricing conversations, focusing on customer needs and value rather than rushing to offer discounts.
“Price is a thing… It’s always been a thing, and we have to be more prepared."
“If we want to get people in here, we’re going to have to be able to hit it head-on and have a strategy,” Suzuki said.
Stand behind your price
Suzuki stresses that success begins with the right mentality. Salespeople should believe they have the right car at the right price and avoid outdated tactics, such as hinting at discounts or deferring to managers. Those approaches, she said, only create doubt and keep customers on the defensive.
Instead, Suzuki urges teams to role-play and practice handling price objections with positive, transparent responses. For example, rather than brushing off a price request, a salesperson might say, “I’m here to help you. I want to make sure you’re taken care of, and I want you to buy a car from us.” From there, the focus should shift to asking questions that uncover the customer’s real needs.
Questions such as “How long have you been looking?” or “What’s going on with your car?” can reveal pain points, buying motivations and opportunities to highlight value beyond price. Additionally, personal connections, such as those related to family size, vehicle use, or brand preferences, can cultivate further trust.
Bring value to the table
Suzuki recommends that dealerships highlight their competitive practices, including daily market analysis and transparent online pricing. She notes that many buyers are willing to travel long distances for the right vehicle at the right price. Therefore, salespeople should also be candid about inventory realities, including deposits or upcoming deliveries, to reinforce credibility.
When customers mention better prices elsewhere, Suzuki suggests reframing the conversation by asking whether they have driven the vehicle or if the competitor actually has it in stock. Positioning oneself as a trusted advisor, or “car friend,” as she put it, can turn a transactional inquiry into a relationship-building opportunity.
Finally, Suzuki says winning the price conversation is less about quoting a number and more about demonstrating empathy, preparation, and strategy. “It’s a street fight and everybody’s clawing for the same customer,” she said. “Your team has to be experienced with the questions, the value, the fluidity of this approach. This is how we’re going to get customers to be thinking very differently about you so they say yes when you ask for that appointment.”
