How to Sell to the Price Driven Customer

Guest post by: Gordon O'Neill
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How to Sell to the Price Driven Customer - By Gordon O'Neill

When I was in car sales, I would have customers come to my office and their focus was price, their questions, comments and concerns all revolved around the bottom line. This is the ideal scenario - this shows you that they have been shopping around and they were now price driven. I would stop the customer in their tracks and start my complete sales process. You see, when a customer is only interested in price; this tells you something about the customer. What they are really telling you is that no one has shown them that the $40,000 truck they are looking at is worth the price tag and therefore it doesn't really hold that much value in their eyes.

They don't see the value in the vehicle; in order to justify the purchase, the price needs to be lower.

If the value and the price are not equal in the customer's eyes then perhaps they're looking at the wrong vehicle altogether. That is why the sale process needs to begin at square one.

I would ask the customer to tell me what their priorities were for a vehicle and what additional features they wanted and why. I would then check my inventory to find something that corresponded with their needs and would show them that vehicle. Sometimes customers would stop me and say "I have already seen the vehicle and I just want the best price".

I would in turn tell them "Mr. and Mrs. Customer, I will work on getting you the very best value for this vehicle today, but I want to ensure that the price my manager quotes you matches all of your needs and wants for your next vehicle".

I would then start my walk around presentation and then take them for a test drive. I would always let my customer drive first and then I would ask them to pull over and I would take a turn at the wheel.

it is important that the customer starts the test drive, but the salesperson must always finish it behind the wheel.

This serves two purposes; the first reason this is important is that it allows the customer to ask you questions about the car while they are the passenger.

The second reason is you never want the customer to park the car themselves. Nothing will kill a deal faster than a customer who doesn't feel comfortable parking the car of their dreams.

After the test drive I would ask my customer "If the numbers are right, can I earn your business today?" By asking this question I would know if they are still fishing for the best price or what their REAL objection was. If they are only price shopping and I felt they were unable to commit to the purchase I would give them a hunting license.

A hunting license is when you give a customer a quote at dead cost; you role out the admin fees and even the dealer holdback. The true dead cost!

If they don't come back you know that they weren't going to buy because no other auto dealership would be willing to touch that price.

Keep selling and the next time you have a customer that is stuck on price. Stop them in their tracks, slow the sales process down and take control of the deal.

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How to Sell to the Price Driven Customer - By Gordon O'Neill

About the Author: Gordon O'Neill

RSS for Gordon's articles - Visit Gordon's website
Gordon O'Neill can best be described as an author, speaker and sales trainer.
He is one of Canada's leading sales and marketing experts in the financial services, insurance, and commissioned sales fields.

Through speaking engagements, Gordon has captivated thousands of sales professionals in these fields.

Audiences find Gordon to be motivating, inspirational, and thought provoking. By drawing lessons from fascinating real-world examples, he educates and empowers decision makers. As a certified life coach and expert in neuro-linguistics programming, Gordon easily provides the necessary knowledge to make the best business decisions, utilizing his proven sales strategies.

Gordon was born into business and started his sales career at a very young age. When he was only 18, he started a career in automotive sales at a large Chrysler dealership in Toronto, where he joined a team of more than 20 salespeople and quickly went from young upstart to top salesperson after just one month. Gordon maintained top status until moving into management.

Gordon's unique career achievements include automotive sales and leasing, business management, financial services, insurance, tool and die making, construction, wholesale manufacturing, retail, and landscaping. His background has provided him with the rare opportunity to relate to many different business fields.

Gordon also holds certifications in Project Management, Lean Management, and Six Sigma (Black Belt).

Gordon's background and career experiences have moulded him into the sales expert that he is today, and he has helped transform the careers of many very successful salespeople.

His book Sales Survival is coming out this fall. Sales Survival is a complete guide to a career in sales, including effective communication, sales techniques, customer retention, marketing strategies, and becoming the professional salesperson.

Click here to visit Gordon's website.

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