Prevent Price Objections With These Pro Tips

BY Jessica Helinski
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Salespeople in every industry face objections. And in the auto industry, one of the most common complaints involves the seller’s the trade-​in offer. The Automotivaters blog has some tips for sales reps when it comes to this type of objection. Written by Warren Cederberg, the blog post points out common issues that reps commit when discussing this topic with customers. “Yes, we all have to be good at justifying the trade value when the objection comes up but how many dealership teams actually ‘sell’ their trade appraisal process beforehand?” He makes an excellent point: Objection-​resolving conversations are typically reactionary.

Share the Process

You can change this by familiarizing the customer with your
trade-​in and appraisal processes before the vehicle is appraised. Cederberg explains
that in his experience, customers will follow your lead if they know where you
are going and how it benefits them. By framing the entire process of appraisal
and trade-​in so they have a clear picture, it ceases to be a reason to object.
Instead, it’s just part of the service you’re providing. He goes on to suggest a
few ways you can add value to the appraisal process:

  • Meet with the customer for a sit-​down talk prior
    to the appraisal
  • Walk through and explain the inspection process,
    as well as any tools or resources used
  • Invite the customer to participate and ask
    questions the entire time, especially when discussing their vehicle

Having a thorough, transparent process that involves the
customer will help them see your trade-​in offer as more than just a “number.” They
will appreciate the professional assessment being made and see more value than
just being given a price. “As a result, their trust can only increase and we
obtain easier acceptance of the true market value,” Cederberg writes. “Will
this eliminate all trade value objections? Of course not, but it will help
reduce objections and make it easier to justify the trade value when they do
occur.” You’ll find that the transparency will benefit both your business and
the customer’s overall satisfaction.

Jessica Helinski Avatar

Jessica Helinski 

Director of Research

Jessica Helinski, Director of Research, manages the research department at SalesFuel. She also reports on sales tips and credibility for SalesFuel. Jess has worked as a reporter for the celebrity magazine Us Weekly and as a copy editor at JPMorgan Chase & Co. She holds a B.S. from the E.W. Scripps School of Journalism at Ohio University and majored in magazine journalism.

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