Ziegler Supersystems, Inc Automobile Dealership Success Plan

Sales Manager Training - F&I, Menu Training - Automobile Dealership Consulting - Dealership Support

Selling Value Not Price…The Walk Around
Anthony Hall
Consultant/Trainer

As a famous man often says, “An automobile is made up of 15000 high-tech component parts: plastic, metal, rubber, glass and space-age materials. These dissimilar parts and assemblies are welded, riveted, stapled, bolted, glued, bonded, and fused together by highly trained human beings. Some of these parts are moving at incredible speeds in excess of 10,000 RPMs, continuously rubbing and abrading against each other with less then 3/1000ths of an inch of clearance and less then 1/1000^th of an inch of lubrication in the presence of high levels of heat".

You new car has more than 1000 times the computer memory, making 10,000 times more decisions per second than the computer we first used to put man on the moon with Apollo 11. And we present them like a low-tech pair of shoes, reducing the buying process down to price.

Too many of us in the automotive industry have fallen into selling price and not value. We are negotiating on how low we can get the price of the vehicle and not on how much value and benefits we are providing to the customer.

Value is a measurement of benefits

People accept price and they buy value based on the amount of benefits the vehicle provides them. The perception of value based on the knowledge of benefits is flexible. As value increases, the budget of the customer increases. When value is lower then price, the customer feels they are not getting a good deal. When value meets price, they feel they are getting an okay deal, but when value exceeds price, they feel they are getting a bargain at any price:

Before you can sell value, you must understand and know your product as well as your competitors.

Your dealership has many resources that will provide you with the needed information such as Source Books, Factory Videos, DVDs, etc. Other good sources are Automotive Magazines such as Car & Driver, Road & Track, AutoWeek, etc. These are excellent resources to gather information about you and your competitor’s products. You can also look for and listen to Automotive T.V. & Radio commercials. The words and pictures used to describe features and benefits can also be used in your presentations. Paint a picture and put your customer in it!

To speak with Anthony Hall about this topic

or any other, give him a call today!

800.726.0510

As always: Free Dealer Support - Call 800.726.0510