Quote:
Originally Posted by Steveo
You talk about the customer not lieing to the dealership but the whole process of buying a car is built on deception, basically a lie. The dealer lists the car at full price, fully knowing that it can't sell at that price. Customer comes in and has to start negotiating with the rep. The reps job is to get the most for that car. If the customer asks in the beginning "give me the best price you can go". No way in hell the first time the rep gives the best price, it takes several "oh I don't know, I'll have to check with my manager, blah,blah,blah" So why isn't THAT lieing when the first price back from the rep isn't the best. The reason why I mentioned Portsmouth Ford as a good place is because the first price is the only price and the best price. I just don't know why car dealerships have to stick to this archaic dance of deception.
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Well steveo..define "the best price". What is it in your mind? Anything you want...a flat dollar numer for profit...or a percentage of cost? What exactly is "the best price"? Is $300 a fair profit on a $25000 item? I say no. But would I take it? Maybe. If I need to hit a quota, and have 3 days left to do it, would I except $200? Yeah, probably. How about hours left to hit it? $50/100...maybe.
Tell me...what is the best price? The maufacture tells us we should be near sticker, less factory rebates (so, net often 2500/3000 under sticker) . Over the last few years, the margin of invoice to sticker has dropped significantly. A Ford Focus often had only 400/600 sticker to invoice. Is sticker fair? No? OK..can we make $200.
Do you want the best price Steveo...define it for me?
By the way...if the customer comes in, and the first thing he does is start negotiating as you say...the sales person had not done their job, and is not a professional.
An intial interview should be done..needs assessmant, finanacial concers, priorities (is the cheapest possible car the priority, or the highest available seating).
A thorough walk around presentation, test drive, demonstaration of accessories. If indeed the proper vehicle is selected, and the customer has already decided that this is the make and model they want, then and only then a discussion about the price should take place. If all the customer is interested in is price price price, it is possible a huge mistake could take place. Maybe you already have a price and the next place goes along with you, and skips all the steps...and goes right to price...only later to learn the model we are talking about has a 4 cyl instead of 6. Maybe is has no Navi, and the other one did. Maybe their's had a moonroof, and mine does not. Maybe theirs had 20" wheel, and mine 18". Now, yeah, I crushed their price...but, upon further review, my vehcicle is no where near as nice as the one you already got a price on. But all you wanted to talk about was price price price. And all we did was waste a lot of time.
If you are with the right sales professional, the experience can become very smooth and stress free and he can indeed offer helpful suggestions.
What's you best price? I don't know...10 bucks?