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Smart Shopper Stories from the Sales Frontlines
47862 messages, Last post on Nov 23, 2009 at 7:49 PM
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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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Replying to: houdini1 (Nov 09, 2009 8:44 pm) Nice going...I am with Richard, try for $28k. I think the SM knew your son was emotionally attached to the car and wouldn't let it go easily.....so he didn't lower his price. When he realized he would lose the sale, he got more realistic. I think the greenpea knew what was going on, and he hasn't been toughenned up to the business yet......if it was just him you would have got it for 27.5k.
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Replying to: richard64 (Nov 09, 2009 2:51 pm) Once again, I don't mind if someone chooses to smoke. But, it has gone through my mind, 7 minutes an hour is 10% of an hour, then the time to find cigarets, your matches or lighter, clean out ash trays.....extra cleaning in the office. I think people who smoke should be paid 10% less!!!! LOL By the way, we have people in the warehouse who HAVE TO go outside for 15 minutes every hour for a cigaret. The others keep working away. I am not being judgemental, that is just a fact. By the way, I know that salesman was smoking...not going to the washroom. He was in the backlot by himself. Unless he goes for a washroom break in the backfield he couldn't be doing much else....and there was a cloud of smoke around him too...ha ha, but I would bet $100 he had a cigaret. |
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Replying to: mako1a (Nov 09, 2009 4:48 pm) In sales one doesn't actually build value but either points out things of value or creates the impression of value.
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Replying to: driver100 (Nov 10, 2009 4:53 am)  Richard, F&I should not be a problem as my son has the proceeds from selling his other two cars and will be paying cash. That might freak them out. Also there is only a $49. DOC fee. I was expecting at least $200. so was pleasantly surprised when I learned this. I will check back in when I get back today. Here's hoping there are no unpleasant surprises !!
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Replying to: houdini1 (Nov 09, 2009 8:44 pm)
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Replying to: snakeweasel (Nov 10, 2009 5:06 am) First of all if all a salesperson does is points out things of value in a product that is not important to and no benefit of importance is seen by the customer it means absolutely nothing. I tell people that I could bore them all day long going through the features of the vehicle, but I need to know what is important to them so I can find the benefits that relate to them. Sales people are not magicians. I cannot create an impression of value. I have to relate things of value to the customer and build on those for my product to rise to the top of his list. |
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