Typically, the price conversation is where the sales process hits a snag. If salespeople aren’t prepared to navigate it, they risk losing the sale entirely. On today’s episode of CBT NOW, Sean Gardner, sales trainer for the Joe Verde Group, shares three techniques to shift the conversation away from price and protect gross profits.
During his most recent workshop, Gardner surveyed 45 salespeople. Only three of these individuals—just under 7%—were in sales before the pandemic. The retail automotive industry now has many professionals who entered the field during a time when selling cars was easier. As the market normalizes, newer salespeople—as well as veterans who may have become complacent—are finding they must work harder to move the metal.
With the average price of new vehicles increasing every year, it’s more important than ever for salespeople to focus on closing deals based on value, not price.
Set price aside early in the process
Customers naturally ask about price. Gardner advises against getting too focused on price too early, as it can derail the process.
Avoid asking questions like, “What price range are you looking to stay in?” and avoid dismissive responses such as, “Don’t worry about our prices. We’ve never lost a deal because of price.”
Instead, answer the question quickly and move on. For example: “That vehicle’s just over $60K. Speaking of price, were you wanting to go with a hybrid or gas?”
This approach satisfies the customer’s query while redirecting focus to value. With one confident response, salespeople can resolve up to 90% of early price concerns.
Rephrase price as budget
Customers often press for the “best price,” but they’re usually looking for a shopping number they can compare elsewhere. In fact, 96% of customers will search for a better deal after receiving an estimate.
"There are so many different ways we can make a customer happy without having to drop price."
Refrain from asking, “What would you be willing to pay?” or “What would it take to earn your business?” These give too much power to the customer.
First, show empathy: “I get that. It sounds like you’re working with a budget. Is that right?”
Then, verify their interest in the vehicle: “Other than fitting it within your budget, would there be any other reason why we couldn’t send you home with it now?”
Finally, build rapport: “You let me worry about that. Would you like a cup of coffee or water while we start the paperwork?”
Most objections aren’t rooted in price—it’s all about budget. About 90% of all car buyers finance monthly payments. Shifting the conversation from price to budget allows for smoother negotiation and prevents gross.
Build value in the price
There will be tenacious customers who dig in on price. It’s up to salespeople to build value in the number and push the conversation forward.
When asked for a better deal, reaffirm the value of the vehicle: “This model is tough to keep on the lot. How do you feel about the $7,500 down? It’s not required, but the more you put down, the better the deal could be for you.”
If the customer hesitates, continue building value and shift focus from short-term cost to long-term ownership: “It sounds like it might be a little more than you planned on spending. But, it’s worth it—it has all the features you want. You might keep this car forever!”
Escape the price grind
By building value and addressing objections strategically, salespeople can move the conversation beyond price and create a more productive and profitable sales process. Focusing on value and the customer’s budget rather than just a number changes the dynamic entirely. This approach protects gross and builds customer trust, setting the stage for repeat business. Salespeople who master these techniques can consistently close deals with confidence, leaving price as a minor detail rather than the center of every conversation.
