This Technique is one of Several “Setup Than Knockdown” Techniques
Objective:
To Defuse and or Reduce the intensity of a client’s future/upcoming objection(s) to the Selling Price or Discount. This technique is one of the many elements of the concept we call the “Setup than Knock-Down”. We as sales and management professionally, need to master this “Proactive Approach” to setting up and overcoming the most common of client objections.
Some Client Reasons Addressed Through Utilizing This Skill-Set/Justification:
1. “I have always gotten thousands of dollars in discounts in the past.”
2. “Another dealer gave me thousands of dollars of discounts.”
3. “I have never paid asking price or sticker price before.”
4. “Your selling price is too high.”
Sample ProTrack©:
Open Ended Question: “Has anyone ever explained to you our dealerships concept of Value Pricing?”
Sales Cushion: “I would like to have an opportunity to do so if that. Would be Ok?
Justification/Story:
· We Did An Unofficial Survey: “Many years ago, we as an organization did a client unofficial survey to find out what part of the initial purchase experience, you the client, disliked most. The results were unanimously. The act of negotiation of the financial figures was your answer. You the client asked for this process to be much less confusing.”
· Dealership Price Adjustment/Policy: “Our resulting decision was to reduce the markup and therefore selling price to you. We took the Selling Price of all our pre-owned vehicles down to where it would have been after the negotiation process.”
· Positive Results for You the Client: “The result was NOW, you the client, can view the vehicle pricing to make an initial decision if it fits your budget or not. Then, you can spend the rest of your time evaluating the pre-owned vehicle to make sure it fits your personal and family driving needs.”
· Clients Love The Approach: “The overwhelming feeling from our clients was they LOVED this approach especially since it was what they had asked for so many times prior. We call this approach Value Pricing.”
Trial Close: “Based on that, do you agree we did the right thing with their Value Pricing Concept?”
Close: “The pre-owned vehicle I am about to show you is Value Price. May I show it to you?”