Am I getting a good deal?
“I’ll pay you $20000 right now,” Jim said.
He shopped online for two weeks before he found my internet price.
“Thanks, Jim. I really wish I had that much money in this car."
I pause and wait. I’m okay with the silence. Jim doesn’t believe me. I’m okay with that too. It’s one of the things I like about sales.
I don’t judge Jim for judging me. I know it’s a big choice.
I’m not going to get upset, but I really don’t have any room left because the online competition is too tough.
“I know about holdback,” Jim says.
“I’d give you half price if I could.” The ice broke a little. “I don’t get paid to hold profit anymore. I get paid to burn units.”
Jim looked like he believed me now, a little, because I’m sure he researched all this. He was doing his part, testing the water, making sure he was getting the best price.
So I reassure him, and we make the deal.
I know what your thinking. It doesn’t make sense. If nobody cares about profit anymore, then how does the dealership make money?
Well, the manufacturer pays us a per car bonus if we increase units and hit sales goals so we can show current stockholders and potential investors how awesome this automaker really is in terms of total vehicles sold.
How else can we increase the bottom line in a wholesale market?
What’s this mean for today’s consumer?
It means it’s a great time for a good deal.