Car Sales Negotiation: How to Respond to Customers
If you sell cars for a living, you probably hate this scenario: You're ready to start your sales pitch and then all of a sudden, your customer interrupts and asks the dreaded "how much" question. Car sales negotiation doesn't always follow the format that books and some trainers teach. Not all shoppers are willing to wait patiently until the end of the sales process to discuss the price. When this happens, how do you respond?
While some would recommend you stall, get back to the format and carry on with your sales pitch, that wouldn’t be a good move in getting your customer to trust you. Why? Because nobody likes being ignored, and avoiding the question would only make you sound suspicious.
So, how do you go about it? Here are some tips to help you with your car sales negotiation.
6 Tips for Better Car Sales Negotiation
1. Change Your Mindset
Many car salespeople hear the "how much" question early in the sales process in a negative light. Some think that if a client asks that question before the product’s features and benefits are explained, they’re probably going to object to it, and it’ll be a roadblock to closing the sale.
The first thingyou have to do is to change your mindset. Consider the client asking for theprice as a buying signal instead of a hindrance to your sales success. Think ofit this way: the client isn’t going to ask for a particular car’s price if theyaren’t interested in it.
If they askabout it at the start of your car sales negotiation, don’t panic! Treat it as abuying signal.
2. Be Confident in Answering
Next, you have to draw your confidence out. Instead of stalling and telling them you’ll let them know how much it costs after you’ve discussed it thoroughly, just naturally answer their question.
The way you state the price matters. You yourself have to look and sound convinced that the price of that car is justified. Otherwise, your client will have doubts and think that it’s overpriced.
After you answer their question, explain how the price came to be. Show them why it’s priced that way and explain the value they're getting in exchange for the money they pay.
Speaking of value...
3. Focus on the Benefits and Value the Car Offers
Does the car have a remote control parking feature that allows them to conveniently park it anywhere – even into a tight corner if needed? Is it installed with a lane-keeping assist system that prompts them whenever the car starts to deflect from their lane? Does the car have extensive safety features to keep them and their loved ones safe?
Let your customer know its benefits and added value so they understand why the car is priced that way. Doing this will help them see the price as reasonable instead of expensive.
4. Be Sure to Highlight What Else the Customer Gets When They Work With You
What else wouldyour client get if they decide to buy the car? Do they get free service orrepairs? Will your dealership provide free window tinting? What else will theybe getting out of their purchase?
Highlight your freebies, promos, and other special offers to encourage them to see that what they’re getting for the amount you charge.
5. Personalize the Experience
After you’ve explained the benefits and value of the car you’re offering, personalize the experience to them. This requires you to listen to what they’re saying and ask relevant questions so you can determine your customer’s needs and requirements.
For instance, if the customer has little kids, then emphasize the car’s features that can help make that experience safer and more comfortable for them.
An example would be telling them how the car’s child safety features will suit them or highlighting the car’s spacious backseat, which can keep their kids comfortable while driving.
Cater to theirneeds and wants and make the experience unique to them.
6. Let Them Explore Their Options
Finally, make your customers feel that they’re in control. Tools like Quotible allow them to see the pricing information, view the possible payment options, and calculate their monthly payments. That way, they’ll feel that they have a say in the car sales negotiation process.