“I Can Get It Cheaper Elsewhere”

In automotive sales, many customers will attempt to negotiate money off of the vehicle by tossing out a variety of pricing objections. One popular choice that many buyers utilize is “I can get it cheaper at another dealership.” However, this pricing objection should not stand in the way of you closing the car deal today. In fact, this objection shows just how hot of a deal it is. Not only does this tell us that the customer is on the right vehicle, but it also shows us that they are committed to making a purchase. So, it’s up to you to be prepared to handle this objection and close the deal today. In this blog, learn to handle “I can get it cheaper elsewhere” and take your close ratio to new heights!

Don’t Get Defensive in the Greeting

If the customer tosses out “I can get it cheaper elsewhere” in the beginning of working together, there’s no need to panic or get defensive about the price. This early in the deal, defensive customers who toss out objections are likely not as serious as they might seem. Buyers get nervous to work with dealerships, and this discomfort causes many to instinctively object. Remember, situations that cause discomfort can create irrational reactions, so there’s no need take offense!

Getting defensive will only make the customer think that they are onto something and making customers wrong only damages the deal. Rather, just let these objections fade away and continue on with your process. By the time you get to the close, you will likely find that this objection has disappeared! Just assume that customers are serious about making a purchase today and understand that most objections are just a natural reaction, and you will close a lot more deals.

The “I Can Get It Cheaper” Conspiracy in the Close

Conspiracy theories of lower prices at other dealerships are usually the buyer's way of trying to get the best deal. However, in many situations, customers have not actually confirmed if these prices exist. Buyers have been taught to distrust dealerships and, as a result, they want to confirm whether or not you’re giving them a good deal. So, they toss out “test” objections like “I can get it cheaper at XYZ Dealership” to check this before making a purchase.

There’s no need to start a fight or get offended with these types of objections. It’s just a test and should not be taken too seriously the first time it appears. Most of the time, this objection can be easily handled by staying calm, showing the customer that you understand them, listening to them and then giving buyers facts that make it easy for them to say "yes!"

Customer: “This car is cheaper at XYZ Dealership.”

Sales Professional: “So you’re saying that XYZ Dealership has a lower price listed online. Thank you so much for sharing that with me.”

“If you’re going to buy based on the best price, then I guarantee you’re going to buy it here. For the way this vehicle is equipped, this is the best price you’re going to get anywhere. Let’s do this!”

When “I Can Get It Cheaper” is True

In the modern automotive sales market, customers no longer need to shop around at multiple dealerships to get the best price. They can simply go online and go through a variety of different dealerships to see where they can acquire a certain vehicle. So, it isn’t unheard of to have a customer who says “I can get it cheaper at XYZ Dealership” and they insist it is true.

In this situation, thank the customer for bringing that to your attention and then ask them to show you where they found that information. This way, you can go through the information with the customer. Another dealership might be selling the exact vehicle for a cheaper price, but that doesn’t mean there isn’t a good reason for it. When this happens, vehicles are often listed as cheaper because of a difference in equipment, features, mileage or a variety of other reasons. If you’re able to logically break down the difference in price, it becomes a lot easier to close based on the fact that you have the higher quality vehicle. Customers are used to paying more for better technology, and cars are no different!

With RevDojo’s On-Demand Automotive Sales Training, objections like “I can get it cheaper elsewhere” become easy to overcome! Our comprehensive training platform provides all of the tools, insights and techniques needed to succeed in car sales. Contact us today at (888) 603-4443 or sales@revdojo.com to learn more about our groundbreaking LMS that is stocked with over 1,400 sales training videos covering topics like objection handling, closing and so much more!