gross profit for them. The Sales Person now becomes an order taker, not a Sales Person.
In addition, some of those Pure Pricing Dealers do “quietly negotiate.” How would that make you feel if you bought in to that system, only to find your neighbor got a better price?
The second selling system is negotiation. The selling process is the same for both selling systems, except you negotiate your price with the dealership. There are 10 steps to the selling system in this order.
1) Meet and Greet. The sales person approaches you and introduces themselves and begins to gather information.
2) Identify your vehicle interests or “land you on a unit.”
3) Perform a “walk around” of that unit pointing out its features and benefits. It’s exactly that, walking around the vehicle. The purpose of this is to attempt to build value and introduce “emotion factor.”
4) Trial close and test drive. A trial close is something like this; “well, I’m sure we can get the numbers right, but why don’t we go for a test drive first before we crunch those numbers.” The objective of the sales person is to gather subtle commitments. It’s been a long standing phrase in the car business, “45 yes’s in 45 minutes equals a car deal.”
5) Trial close after the test drive and begin the negotiation process. More information gathering by the sales person, such as, if there is a trade in, financing or paying cash etc. and usually a question like this; “if we can get the numbers right, you’d probably take this home today, right?”
6) Basic negotiation paperwork, credit application, and the offer you want to make on the unit. The way this system is designed, the price of the unit will be talked about in terms of monthly payments. It’s much easier to “bump” or increase the monthly payment of a customer than to see the total purchase price of the unit.
A paper referred to as a “four square” sheet is used for the negotiation. It is called a “four square” because it is divided into 4 squares. The upper left square is the selling price of the vehicle. The upper right square is the amount of the down payment the customer is putting down. The bottom left square is used for the trade-in value, and the bottom right square is where the monthly payment and term of the loan is written.
On some “four squares,” there is a commitment section. The customer commits to buy the vehicle if these terms are meant. Most of this is mind game tactics.
7) The “write back.” The counter offer comes back from the Sales Manager. This step may go back and forth a few times until an agreement is reached.
8) The deal is agreed to, a buyers order is signed, and down payment check is collected. This is considered “glue” to keep the customer committed while waiting to sign documents in the Finance Department.
9) Sign documents in the Finance Department. The customer will also be presented with the opportunity to purchase optional products and services, as we covered in the previous chapter. Most dealerships use a tool called a “menu.”
The purpose of a “menu” is to present all the products and services offered by the Finance Department in the form of groupings or “packages.” These packages are designed to create multiple sales of various products and services by their grouping. The customer may select a package.
The Contractor will give a price usually in the form of a “small increase” in monthly payment. If the customer agrees, the Contractor will include it in the sale and add it to the contract the customer signs with the increased payment.
10) The customer takes delivery of the vehicle.
The selling system we have just gone through is a general overview of how it functions, the way the dealership would prefer it to be applied. This is not the way we will be using it. It is very important to understand this system through the view of the dealership. It’s their system. The dealership is not changing it.
The next chapter deals with how trade-ins are valued. It is the last chapter in how dealerships operate. In the following chapters I will show you how use everything we’ve learned so far, apply it, manipulate their own system, and use it your advantage. We will accomplish this without creating an adversarial relationship.
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