Overcoming Objections on the Phone: I Want That In Writing
TRANSCRIPT: There are a lot of dealerships out there that just won’t give their very best price in writing. They are willing to give a price on the phone but they’re not willing to put it in writing. And that okay. If you work for a dealership who is unwilling to put their very best price in writing but allows you to quote it over the phone, you’re going to get a very common objection where the customer says, “Listen, I want that price in writing!”
Now the way that we overcome that objection is by saying, “Hey, Mr. Jones, that makes complete sense to me. However, because we are never undersold here at Century Toyota, our competitors often ‘mystery shop’ us and we’ve found that providing our very best price in writing only gives them ammunition to hurt our sales. That said, you have my word that we are absolutely going to honor that price if you will set and keep an appointment with us. Now, I have two priority test drives open on that vehicle this afternoon. I have a 1:15 and a 2:45. Which of those works better for you?”
If you are noticing a theme here in how we overcome objections, it’s important that you do notice this: we, simply, are going to end every objection we’ve overcome by framing the next steps, right? We’re going to say, “I’ve got two VIP test drives open on THAT vehicle this afternoon”, right? “I’ve got two of these appointments open”.
If we don’t end with that; if all we do is answer their question, we’re playing a game of tennis where all we’re doing is hitting the ball into their court and they’re hitting it back into our court, and that’s not what this is. This is not a game of tennis. We are trying to set an appointment that shows, and the best way to set an appointment that shows, and buys, is to be firm. End every statement when you are overcoming objections with, “I have two…, I have two…, I have two VIP test drives open on that Camry this afternoon. I have a 1:15 and a 2:45. Which one works better for you?”