The average deal.
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There exists in the universe such a thing as an "average deal." You must believe this, and you must believe that the smart people that own and operate your dealership, can do one of these "average deals."
Reflection and Discussion:
Have you ever lost a deal by $3,000 dollars? How did you find out about it? Was the source of the information subjective (based on opinions or interpretations), or objective (indisputable fact)?
What's considered a "good gross" at your store (not a whacker, just good)? What's considered an "average gross" at your store? What's considered a "skinny deal" at your store?
What are some things that could be potentially mis-interpreted by customers, leading to the perception of $3,000 dollar difference between you and another store?
How would you go about explaining something like that to a customer?
How do you handle it when a customer comes in waving a competitor's ad - you know, one of the ones you know is basically made up?
Reflection and Discussion:
Have you ever lost a deal by $3,000 dollars? How did you find out about it? Was the source of the information subjective (based on opinions or interpretations), or objective (indisputable fact)?
What's considered a "good gross" at your store (not a whacker, just good)? What's considered an "average gross" at your store? What's considered a "skinny deal" at your store?
What are some things that could be potentially mis-interpreted by customers, leading to the perception of $3,000 dollar difference between you and another store?
How would you go about explaining something like that to a customer?
How do you handle it when a customer comes in waving a competitor's ad - you know, one of the ones you know is basically made up?
Bonus:
What to do when the customer comes in waving a lost leader, impossible deal advertisement (ad), and wants you to match it.