Te enfrentas a objeciones sobre el precio de los coches por parte de posibles compradores. ¿Cómo mantener intacto su interés?

Al vender un vehículo rara vez se hace un cálculo del coste total de propiedad y se mantiene en la superficie tocando solo el coste de adquisición. La pérdida de valor es otro tema importante unido durante cuanto tiempo uno quiere ser dueño de ese vehículo. Los inferiores costes de mantenimiento, ligada a la menor cantidad de piezas móviles rompibles en los vehículos eléctricos hace que sea urgente incentivar a los comerciales que se tomen en serio su formación hacia la movilidad sostenible.

𝐒𝐭𝐞𝐩 1: Acknowledge the customers concern 𝐒𝐭𝐞𝐩 2: Understand the reason. What is their offer based on? (Customers are educated, their offers usually are based on research they`ve conducted) 𝐒𝐭𝐞𝐩 3: If reasoning is legitimate - Try to accommodate or explain the reason, why Not. If it`s unreasonable and based on thin air - Educate customer further and show "Why it`s worth it".

Start by delving deep into the buyer’s concerns about pricing, using open-ended questions to uncover the root of their hesitation. Are they worried about affordability, comparing prices with competitors, or uncertain about the car's value? In my experience, taking the time to listen and acknowledge these concerns shows you’re not just pushing for a sale but genuinely interested in meeting their needs. By understanding the specific reasons behind their objections, you can tailor your response to address those issues directly, making them feel heard and valued, which is crucial for maintaining their interest.

When the conversation turns to price, shift the focus to the unique value your vehicle offers. Highlight the car's condition, low mileage, comprehensive service history, and any additional benefits like warranties, maintenance packages, or exclusive dealership services. From my perspective, customers are more likely to see the price as justified if they understand the full scope of what they’re getting. Emphasizing how these factors contribute to long-term savings and peace of mind can make the price seem more reasonable, helping them view the purchase as a valuable investment rather than just an expense.

Introduce flexible financing options that can make the purchase more affordable without needing to lower the price. Discuss payment plans, low-interest loans, or extended payment terms that align with their financial situation. In my practice, offering these solutions helps alleviate concerns about the upfront cost, making the deal more palatable. By presenting these options as a way to ease the financial burden, you can keep the buyer engaged and open to negotiating a deal that works within their budget, ultimately making the purchase more accessible and appealing.

Strengthen the overall deal by providing a competitive trade-in offer for their current vehicle. Show them how the trade-in can significantly reduce the out-of-pocket cost for the new purchase, effectively addressing their pricing concerns. In my experience, buyers often see a good trade-in offer as a major incentive, making them more willing to consider the higher price of the new vehicle. This approach not only adds immediate value to the deal but also demonstrates your dealership’s commitment to offering a comprehensive, customer-focused buying experience.

Encourage the customer to take a test drive, focusing on how the car's features and performance meet their desires. In my experience, the sensory experience of driving the car can shift the buyer’s focus from price to the tangible benefits of owning the vehicle. A test drive often rekindles excitement and allows the customer to envision themselves with the car, making the price seem secondary to the overall ownership experience, which is crucial for closing the deal.

Reinforce the value of the purchase by emphasizing your dealership’s after-sales service, such as free maintenance checks, extended warranties, and roadside assistance programs. In my experience, customers are more likely to justify a higher price when they know they’re supported long after the sale. Highlighting these services reassures them that they’re making a smart, long-term investment, not just buying a car. This added layer of value can make the price more acceptable by focusing on the comprehensive care and peace of mind that comes with the purchase, ensuring they feel supported throughout their ownership experience.