4 Reasons for Quoting a Price to an Internet Customer

I don't know how many times a customer has asked for the "bottom line" price for a vehicle and I have heard the Sales Manager say, "Just get them in, we can't quote price over the phone or through email." Just get them in? And how do you expect the salesman to do that?  Maybe offer the customer a free Apple Watch!  I mean, seriously!  Here's 4 reasons what you should quote price to an internet customer whether they are emailing you or calling you on the phone.

1. They already know the price of the vehicle - With today's technology the customer can go to Kelly Blue Book and price out a new vehicle and get the MSRP, the Invoice and what others in the area have been paying for the vehicle.  Also what incentives they qualify for.  There are no secrets anymore.  Just ask Robert Redford and Ben Kingsley (Sneakers, Too Many Secrets Marty).
2. They are looking to eliminate you - A customer has two reasons to contact a dealer and ask for the price of the vehicle. To either say this is the type of person I want to deal with or this is a person I want to cross off my list.  They aren't looking for someone who can coax them in to visiting the dealership.  So if you give them a price they will be much happier with you than the dealer who won't give a price until they "Show up at the dealership."  By the way, if you do tell them to stop in so you can see what incentives they qualify for or because they will get their best deal when they're at the dealership.  Make sure they ask for Blue Boy!
3. They already have a range as to what their trade is worth - again, Kelly Blue Book (I know, you hate those guys right?) will give them a range for a trade-in.  So they know that they can get a price from the lowest to the highest dealers have ACVed a vehicle for.  They are, most likely, looking for a little more than average.  Let's take a look at a 2010 Toyota RAV 4.  Mind you, I selected Good Condition.  But as you can see, we have an average price of $12057.  Now with KBB's showing what most customers select (54% select Good Condition), hopefully they have eliminated the customer who thinks their car is EXCELLENT (Why do they have that option anyway?  That's just stupid!) 

4. Most customers are not shopping for the best price but the best person - An article written by the research by AutoTrader, 2015 Car Buyer of the Future Study, said this:
   
   Myth #3: Lowest price will always win. While price is important to consumers, the dealership experience can trump lowest price: 54 percent say that they would buy from a dealership that offered their preferred experience over lowest price. Additionally, 73 percent report that they are willing to drive farther for a great salesperson, versus 65 percent who are willing to drive to get the lowest price.
   
   Read the whole article here
   
   So, yeah, some customers are getting a shopping number.  More, though, are looking for a great salesperson, not the lowest price.  If the customer "connects" with your sales person than they are more likely to spend a couple buck more to work with a professional that they like.  So teaching your sales staff how to connect with the customer is vital to you selling more cars to the internet customer (which, let's face it, practically all consumers are internet customers today!)

Bottom line, customers are educated and aware of the price.  They are just looking for a dealer that's not going to play games and BS them but is going to give them their price.  It doesn't help you to try to be slick.  You're not tricking the customer in to visiting your showroom.  If they need a price on their trade, go to KBB and give them the spread.  No matter what, you still can't appraise a car sight unseen but you can give them a rough ballpark.  Also, give them your best price on the new car.  No use trying to hold some gross, they already know anyway.  So make it easier on yourself and the customer.  Just be honest.  Hopefully you'll make up the difference in F&I!