At the 2025 NADA Show in New Orleans, CBT News’ Jim Fitzpatrick sat down with Sean Gardner, a frequent guest and sales trainer at the Joe Verde Group, to discuss one of the most pressing challenges in automotive sales: navigating price conversations with customers. Gardner shares practical strategies for overcoming pricing objections, building value, and boosting sales confidence.
Key Takeaways
- Salespeople often stumble when confronted with price-focused questions, whether online, on the lot, or during negotiations. Gardner highlighted that without proper training, salespeople lack confidence, which in turn reduces the customer’s trust in spending significant amounts on a vehicle. He stressed the importance of equipping sales teams with the tools to redirect conversations from price to value.
- Building value is essential for closing deals. Gardner emphasized that 71% of customers make purchases because they like their salesperson, and a strong product presentation sways 50%. He encouraged dealers to outline the top reasons for buying at their dealerships and demonstrate the unique value of both the salesperson and the vehicle. This approach reduces price sensitivity and fosters stronger customer relationships.
- Managers play a pivotal role in training and supporting their teams. Gardner noted that salespeople are only as good as their managers, and many managers also struggle with price objections. Through workshops and real-world examples, Gardner illustrated techniques for confidently handling objections and maintaining profitability, such as agreeing with customers and quickly pivoting to close the sale by reinforcing the vehicle’s unique benefits.
Catch all of CBT News’ coverage of the 2025 NADA Show here.
