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Smart Shopper Stories from the Sales Frontlines
47812 messages, Last post on Nov 22, 2009 at 4:13 AM
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Replying to: lrguy44 (Nov 09, 2009 4:16 pm) ps I don't remember who wrote this, Capt, but I'll stick it in this post. >> "you don't know how to build value in a product" , but the "build value" into something that's already built. Now I'm confused. How does one build value?
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stopped at 2 different dealers last week to check out 2010 Golfs (wanted to see the TDI). 1st place, guy was kind of smarmy, and either had no clue about what was going on, or was blatantly lying to get me to move in a different direction. He did show me whatever 2 door base they had, but said the TDI wouldn't be out until March). Overall, not a saleman I would are to do business with (but he did have brochures!) next lace (my daughter wanted to see while we were out running errands in that area). Young guy, very friendly, got the keys to everything, including the diesel they had just gotten in! answered pelnty of questions, gave us plenty of time to look and play, and no hassles or pressure. Took my name in case they get a 4 door in (supply is short right now). So, if I decide to get one, guess where I am going to go? sadly, since I always get fixated on something that barely exists, probably whichever dealer has one to sell! although I would prefer the 2nd guy, and most likely, this would be an order situation, so might as well go there. |
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Replying to: lrguy44 (Nov 09, 2009 1:35 pm) Your answer and boomers were very good and convinced me there is a case for asking for the full retail price up front. The way you do it does make sense and if it works, then I am ok with it. Remember though, in my experience, I did like the salesman who offered me a discount on the Audi...and I thought that would be a fight. You both made very good points, and I really like the time you took to explain so your viewpoint so well. |
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Replying to: boomchek (Nov 09, 2009 1:41 pm) Your reply was excellent and I appreciate you taking the time to make these points. I am curious what would happen if someone tried a realistic up front price, but you made an excellent case for asking for full MSRP up front. |
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Replying to: murphydog (Nov 09, 2009 1:55 pm) Excellent observation. remember too, the business guy who can afford the $60,000 car writes it off. He could be in a 50% tax bracket or his incorporated company could be buying the car.....so it could be costing him $30k or $40k in real dollars. The extra $3000 could be like an extra $1500, or even nothing if his company is buying the car. And, the trade in value is worth more...so it is exactly like paying 80 cents more for the stone. Great example murph! |
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Replying to: richard64 (Nov 09, 2009 2:51 pm) I have nothing against smokers. But, when we looked for a car there were salesmaen who we couldn't find, because they had to get a cigaret break in there. It was an inconvenience and in this case showed a lack of respect for our time...we were on time for our appointment. I am just saying smoke if you wish, but don't let it interfere with your customers. |
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My son recently sold his 2003 240Z and his Chevy P.U. and has been looking for a late model Infiniti G37 coupe (he is single with live in girl friend). This Saturday we went to a local Chrysler dealer who was advertising a 2008 G37 coupe that he was interested in. I went along to keep him from getting skinned too bad. A very nice greenpea was helping us. He knew absolutely nothing about this car but said he knew just about everything about Chryslers. We had checked the carfax before going and knew that this car was originally sold in March, 2009 and it only had 12,000 miles so it was practically new. Someone had traded it on a Jeep Wrangler, according to the salesman. After seeing and driving the car, it looked and drove like it was brand new and my son knew he had found the car that he wanted. The car was advertised at $31,500. and I figured we could get it for $29,000. or so. Our first offer was for $27,500. Greenpea presented the offer to his manager then came back and said that they had already reduced the car from $33,000. and his SM would not budge from the $31,500. I said fair enough, then I won't budge from $27,500. so take that number back to him. Off he went. Well, this must have really tweaked the SM because he soon swept into the office and started telling us what a great car this was and that he was offering it at a more than fair price, etc. He was almost at the belligerent level which I thought was kind of funny, but it was late in the day, I had never dealt with a Chrysler dealer, so I cut him some slack, kept my cool and asked if he could get closer to what we were offering. He said, well, if it will make you feel like you "won", I could knock off $100. bucks. My son really wanted this car, knew that price was not that bad, but I could see that he had just about had enough of this guy. He just said that it looked like we were wasting each others time so we got up and walked. The greenpea followed us to the car apologizing and we felt bad for him. He said he would work on his SM so please give him another chance. We just said to call us if anything changed but we had some other cars to look at. The greenpea called about 10 AM this morning with a new price of $28,500. We were both busy today so my son told him that sounded like we could do business. We are going in Tuesday morning to see what happens, so any advice would be appreciated. (to be continued) |
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Replying to: mako1a (Nov 09, 2009 4:48 pm) Simply put, building value in a product begins what is important to your customer. Then it is taking the features of the product and translating them into benefits of priority to the customer. The more benefit that the customer sees in your product, the more value the product has to them over other products. Therefore the more likely the customer is to buy the product and because it has more value to them the more they may pay to obtain the product. For instance, you are buying a shirt. The choice is between 2 and the salesman shows you how the more expensive shirt is no iron, saving you the time effort and expense of the dry cleaner. Then he shows you how the thread count will provide longer life. Finally, he shows you how the vibrant colors of the more expensive shirt look better on you. He has built value in your eyes and you are more likely to buy the more expensive product. People buy Hybrids because of perceived value despite a long ROI on the investment.
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Replying to: houdini1 (Nov 09, 2009 8:44 pm)  Watch out for the F&I. Don't let them make up the difference there.  Richard |
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Replying to: dino001 (Nov 09, 2009 9:04 am) I haven't kicked a Toyota tire since I cross-shopped them aganist the Accord I bought in 2002. I was just astonished at the add-ons, on a separate sticker, but one that looked really close to the factory sticker. Pinstripes, mud guards, auto dim inside mirror, paint and interior guard, mag wheels that looked about like the stock ones but with a $1,200 addon and no credit for the stock wheels, and, as I said previously, installing leather in a cloth interior model. A $20,000 Toyota would have $3,000 add-on.
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