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July 27, 2015

PRICE VS RELATIONSHIP

I just had a meeting with the manager and some of the sales people of a Lexus dealership in Manhattan. The one consistent theme is the issues they have are the same as in Australia and New Zealand. Their competition is just around the corner in New Jersey about 3 miles away. The sales people told me they get customers who play them - get prices from the competition and use it against them.

So one of the essential things is understanding the importance of the first impression and creating a relationship moving away from the fixation on price.

Remember, people, including salespeople, will focus on the easiest variable i.e. the price but will often be sold on the value of the relationship.