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Sean Gardner shares secrets to helping customers stretch their budgets

Welcome to another insightful edition of CBT Now. Today, we’re diving into a critical topic with Sean Gardner, a seasoned sales trainer at the Joe Verde Group. Sean’s here to unpack strategies for effectively bridging the gap and empowering customers to maximize their car-buying budgets.

Key Takeaways 

1. Gardner emphasizes the current market dynamics in which affordability plays a pivotal role. As prices fluctuate, sales professionals must use strategic selling techniques to close the gap between customer budgets and vehicle costs.

2. The secret to stretching customer budgets lies in building excitement around the vehicle itself. Sean advises against simply dropping prices or increasing trade-in values without first ensuring the customer is emotionally invested in the car.

3. Demonstrating the vehicle’s features isn’t just a formality; it’s a critical step in the sales process. Sean advocates for a thorough demo that showcases the car’s unique selling points and addresses customer concerns preemptively.

4. Transactional sales approaches can hinder customer satisfaction and referral potential. Sean stresses the importance of a personalized, engaging sales experience that goes beyond mere transactional exchanges.

5. Fostering long-term customer relationships is critical beyond closing the sale. Sean highlights the impact of comprehensive sales experiences on customer satisfaction scores (CSI) and referrals, which are crucial for dealership success.

"The secret is you gotta go back in the selling process a little bit, and Joe always talks about this. The single biggest secret in getting your customers to stretch their budget is to get the customer excited about the car." – Sean Gardner

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For over 11 years, CBT News has been informing and helping automotive retail professionals grow their businesses and thrive in their careers through an awarding-winning, on-demand streaming platform. With exclusive interviews featuring the biggest names in the industry, daily newscasts, up-to-date market data, and exclusive articles covering the latest trends, CBT News is your #1 source for auto industry news and content.

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