 Okay guys, during this video I'm going to explain to you when someone says the price is too high, a word track you can say that literally takes them from here and moves them over to here. This is called the unfair advantage. Also at the very beginning of this video, I'm going to break down some pricing strategies with you whenever people kind of get to you with negotiating and then I'm also going to talk to you about when you're outside on the lot. This is a video that will change the game for you, get ready. Okay guys, so this is the video where I'm going to have you understand price for the rest of your life. This is going to be amazing okay. The four things that every sales person, the basic, the foundation of being a great sales person would be price, trade, payments. I'll get back with you and I need to think about it. Those four things, every person should be lethal at and know that works in the automotive industry and works at a car dealership okay. This video is going to cover price. Now before I get into this word track, which you're going to love and I'm going to show you how to take a customer from here and move them over to here okay. I like to negotiate with people on grounds that they're not familiar with and I'm going to show you how we're going to do that this time and I'm going to show you how to be lethal at it and this is going to help you just crush your competition. We're going to destroy everybody but you've got to learn them with the word tracks. You have to memorize them. That's part of this okay and we're going to get to that but let's just talk about during a negotiation. I bring out numbers of somebody I'll say hey guys great news you know sign here 599 a month, 18.9 is the price, 8000 for your trade. Let's say the guy says hey Andy I think the price is too high. What I'll always do, step one is that I check for smoke on the paper because listen if you're in a store anywhere around the country right now most people when they say the price is too high what they mean is that they think that if the price was to come down the payment will come down too. They're really payment buyers so I start out and I say hey other than price okay are you okay with the payments and if they say uh no also the payments are too high boom I go straight into a payment close I never talk about price again but if they say no Andy I'm really not worried about the payments I just think the price is too high then I'll say okay when you say the price is too high would you mind being a little more specific why you think the price is too high. That gives me the second part which would be like hey Andy I think that the price is too high because I saw one $1500 less down the street at ABC Motors. Okay that's a motive right and I can beat that deal with purchase price versus ownership price that's a whole different video that is how it handled there's a motive and they said hey Andy I just think the price is too high right and somebody's just probing for a better deal well then I would go into the hey I apologize you know this is completely my fault I didn't explain our pricing policy up front and then I go into that close that you guys see me use all the time if you follow me it's lethal. This is a very simple price objection video you can take this and tie this in anywhere I would you can use this inside negotiating you can use this outside on the lot so play this with any scenario just learn the word track okay so I'm going to step back for a minute I'm going to kind of go through the scenario with you I want you to read the objection right which is Andy I think the price is too high and then I want you to see the word track actually I want you to pause the video and write it down so you can memorize this remember 90% of what's written will be retained okay so let me back out of here so you guys can see the whole screen. Hey guys it's Andy I hope you're enjoying the video if you are please like and subscribe below also click on the link below join me in a free strategy session I'd love to help you set up a game plan to crush it let's get back to the video okay customer says hey Andy I think the price is too high I respond back hey I understand is it the price or the cost that you're saying is too high the customer says I don't understand or what do you mean this is the red this is your customer okay customer says Andy the price is too high Andy says I understand is it the price or the cost look at this this is where I move them from here to unfamiliar territory I say hey I understand Mr. Customer number one we always agree I understand okay is it the price or the cost that you're saying is too high I know they don't know what I'm talking about I say I understand so is it the price of the cost that you're saying is too high and they say I don't understand I say great let me explain you see that and then this is where we move them now watch this okay they say I don't understand I start out by saying right here let me explain some people can beat us on price but watch this when I show you this right here I want you to understand this I'm not trying to compete with another dealership I'm not trying to say that I'm the cheapest in the country okay I don't want to be the cheapest do you want to buy cheap stuff neither do I so understand this my goal is is that I actually want to tell people hey it's okay if I'm high in price look as long as I'm high in all the critical areas that are important in your family I don't have to be the lowest in price right I can be the highest in value and guess what I can be higher in price but I can actually be lower in cost you know did are the companies right now that are the highest in business right are they the lowest in cost no great business doesn't work that way you guys can afford to have higher prices in your competitors and still win and this word track will beat them let me step back out but I wanted to make sure that everybody understands I'm not trying to match or beat somebody I'm trying to say hey I can be higher but I'm the lowest in cost and that's where I'm going to take my customer so let's restart the price is too high I understand is it the price of the cost that you're saying is too high Andy I don't understand what you mean let me explain some people can beat us on price but no one can beat us on cost you see price is just a one-time thing and cost is a lifetime thing 99% of our customers who say that their money is the biggest concern believe that the cost is what matters most you notice how I'm using the familiar familiarity clothes here okay right some people can beat us on the price which is saying hey I'm not going to play the price game with you but no one can beat us on cost you see price is a one-time thing right that's just today but the cost is a lifetime thing listen 99% of our customers who say that money is their biggest concern Mr. customer like you you know what they've agreed that the cost is what matters most that the ownership cost is much more important than just the price the price is a one-time thing the cost is a lifetime thing and you can go into how great you service your cars what your dealership offers you can go back into selling your store and you don't have to be the cheapest in price you don't have to be you never want to be the cheapest in price it's a miserable game okay you want to be able to hold your gross up and give people reasons and excuses why they should pay it and a guy says I don't understand watch this real quick okay so check this out let's say that you have the perfect car for your daughter over here it's $4,500 right but you find another one that's $3,000 so it's a little bit less and you decide to go ahead and buy it well guess what there's this nice $4,500 car over here but you bought a $3,000 one you buy that $3,000 car you drive down the road six months from now the transmission goes out cost $3,000 to fix let me ask you a question how much did the car cost you $3,000 or $6,000 guy says $6,000 I say right but what was the purchase price he says $3,000 so your purchase price can be much lower than your ownership cost so since that that that's the real money that's the real concern to most people that say hey money's most important to me when I hear you say that price is too high what I hear you say is that money's a real concern for you and if money's a real concern for you we need to be focusing on the cost not on the price and guess what you start to move people to negotiate on your terms on unfamiliar unfamiliar territory new area everybody is great at saying hey your car's 18 I want to get it to 17 I'll say hey guys look whether it was 18 or 17 the price is a one-time thing but the cost is a lifetime thing let me ask you this what's your average trade cycle three to four years okay cool so the price you pay today is important but really the whole money that you spend over the entire time that you own isn't that the real money spend yeah well guess what if I spend a little more money on my car you know servicing it making it like new for you and your family versus the competition over there at abc motors can I be a little higher in price as long as I'm lower in cost and in the end you don't have that time any convenience in the service station like the other store with the lower dangling carrot price that you bite on and you think you're getting the better deal but small problems create big problems the next thing you know you're spending more money that you didn't expect to man guys this is the way to deal with pricing that your competition isn't handling it this way if you want to be the elite 2020 new age training this is the way to go guys make sure that if you haven't set up a strategy call with me and my team it's free we set them up it's 20 minutes it's a free strategy call you click the link below down in the description box we join you we help you crush it go to the next level it costs nothing just make sure you show up on time let's kick butt everybody keep up the training I'll see you guys soon hey guys congratulations on making it to the end of the video obviously you're the determined ones and you guys crush it you're the one percenters I just want to tell you number one I appreciate you and anything you need reach out to me if you're struggling with anything leave a comment in the comment section below I always answer all my own comments I'll reach out and help you also don't forget to set up a strategy call with me it's free it takes 20 minutes you can click the link below too and you can join me I'd love to help you make a game plan to crush it hope you guys have a great day