>Series – "Internet Sales How To" #1: Support Your Price Quote!

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I taught at Brian Pasch’s 2011Automotive Marketing Bootcamp, and  I didn’t get to everything in my class because of time, of course.  However, besides ALWAYS having calls to action (more on that later), I have another tidbit of many tidbits for you to get response from your Internet leads:  Support your price quote!  How do you do that?

“Here’s my great price on a great xxxxxx, $__________, which with tax, title, and license gov’t fees is $_________.  And here’s our great <reviews, videos, etc.>.  Please call me ASAP to discuss a test drive!”
In other words, send the shopper support for your price that is “buyer generated content”, e.g. your buyer reviews and buyer testimonials.  This is a great way to consistently beat the competition that always submarines you by a few hundred dollars to get the deal.  People care about reputation when they are shopping!  And here’s something else to add to make them buy from you:
“Here’s my great price on a great xxxxxx, $__________, which with tax, title, and license gov’t fees is $_________.  And here’s our <reviews, videos, etc.>.  Please call me ASAP to discuss a test drive!
Additionally, while you are shopping, at the bottom of my email is a list of consumer-advocate questions to help you shop.”
And, so, at the bottom of your BRIEF email, you put:
“Consumer Advocacy Questions to Ask All Dealers:
  1. Do you have an online reputation presence for yourself and/or your dealer that I can look at? (know who you are doing business with)
  2. Do you have any hidden fees?  (this will scare off bad-practice dealers)
  3. What is your total price with tax, title, and license gov’t fees? (otherwise, you can’t do an apples-to-apples comparison)”
Make sure you handle all those three well yourself and that you have a price supported by other buyers–and you will get the shopper’s call and the appointment.  And your competition is left behind!
For those of you who don’t have great reviews, go get them.  No great videos?  Go film them.  Because your competition IS going to make these changes, eventually.  Don’t you want to be first?
Who wants to win?
by Keith Shetterly, keithshetterly@gmail.com
Copyright 2011 All Rights Reserved
www.keithshetterly.com
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About keithshetterly

Independent Automotive Consultant. Former eCommerce Director for large dealer group, BDC Director, and Internet Sales manager. Marketing, BDC, Internet, Phone, SEO, PPC, Reputation. Everything from a small business background to Fortune 100 experience. keithshetterly@gmail.com
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