Four Square Presentation Sales Price

In your four square presentation sales price is the first figure you present. As you know the four square presentation is designed to do two primary things. The first is to get a reaction to one of the figures. The second is to focus your customer's attention on down payment and monthly payment.

This page deals with sales price. The other figures in the four square presentation have separate pages and can be found at the following links.

The reaction or objection to the selling price will generally fall into only a handful of responses. The customer will say "the price is too high" or "what's the invoice" or "I have a better deal at your competition." Let's begin with the last response.

Whether they do or not is not the question. Your answer to it will make the difference. Many salespeople have received auto dealer sales training that taught them to respond this way...

"So if I could match that deal you'd buy right now?" or a variation of that. Do not repeat the mistakes of others.

During the four square presentation sales price is only one of the facts you need. Get the other facts before you do anything else. What are the facts you need? The ones your customer will give you. If you ask the right questions during the four square presentation sales price may be a figure that's not a real one.

  • Make
    Customers not only shop different dealerships, they shop different makes. Perhaps the price they have is for a vehicle that does not compare to the make you sell. There is a reason some vehicles are more expensive than others.
  • Model
    Differing trim levels and equipment packages play a huge part in selling price. You cannot by a standard model for the price of the top of the line model. Find out what equipment and trim level they received the price quote on.
  • When did they get the price?
    Today? Last week? 3 months ago? Things change in the car business. Perhaps the price they have includes a rebate that is no longer in effect. Find out.
  • What was the condition?
    Maybe they received the price on a hail damaged unit. Maybe is is a demo with lots of miles. Those affect price. Find out if this is the case.
  • Did the dealer have the vehicle?
    Anyone can price a vehicle that doesn't exist.
  • Was the offer made in writing?
    Or was it a "low-ball" price they were given as they left? The customer goes from dealership to dealership and cannot figure out how the first guy was so much cheaper. Of course, when he goes back the story will change.
  • If the dealer accepted your offer why didn't you complete the deal?
    Perhaps the price was agreeable but the payments were not acceptable. It may have been interest rate. It may have been the trade allowance they were offered. Find out what prevented them from taking delivery and do not make the same mistake.
The customer who objects to the four square presentation sales price has usually made his mind up to buy. What he fears is paying too much. Find out the facts, work with the desk and turn this customer into a delivery.

Make sure you never miss an update to the StayOnTarget training series. All you need to do is let me know where to send it.

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In a four square presentation sales price is only one element


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