"I Got a Price Down the Street"
 What happens when the customer comes up and says, "Listen, I got a price from another dealership and you guys need to beat it." In the old school of sales training, we were thought to say, "What price did they give you?" And we force our customer to lie to us at the point of contact. The customer knows the price is $14,000, but they tell you, "$12,000 out the door."
This method creates two problems. One, you know that you can't sell the car for $12,000. Two, the customer knows he can't buy the car for $12,000, and the only way he can protect his credibility is to beat you up on price. And after two hours of grinding out a deal the old way, we're left with either no deal or a mini deal. So let's use a technique from the 9 square grid to create a better word track.
The customer says, "Listen, I got a price down the street and you need to beat it." Just say, "Thanks for sharing that with me. Would you do me a favor? Just keep those figures to yourself. It wouldn't be fair to you and it wouldn't be fair to me. Please allow me to present my figures, then you can tell me."
At this point, let's give him some assurance. "I'm confident once you have a chance to review our figures, you'd like to do business with us."
Now, let's give him an out. "If you're not pleased with the figures, I wouldn't expect you to buy." And then a double out. "In fact, if you're not, would you do me a favor? Please tell me no."
Would this word track upset your customer? Of course not. In fact, you'll find this approach actually shortens your sales process. Your customer begins to like you and trust you immediately because you're talking their language. You've eliminated the old sales talk they just heard down the street and changed their perception.
Remember this key point - you can't control the customer. You can only control the process. When you understand the difference, you'll be serving your customer instead of serving up excuses why they didn't buy from you.
To find out more about Paul D. Cummings and The Level 10 Training Experience please visit www.PaulCummings.com .
Reprinted with permission from: The Level 10 T raining Experience © Level 10 Publications LLC, Paul D. Cummings World Wide Enterprises 1860 Pope Creek Road, Wildwood, GA 30757 West Coast: (877) 347-3387 East Coast: (800) 823-7698 |
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