How much do customers really want to negotiate today?

July 2, 2009

Do customers really want to negotiate?

This is a fair question that comes up while talking with velocity dealers, particularly in light of what they are able to accomplish with limited negotiation (floormats and tanks of gas) when they price used vehicles fairly and can prove market value.

I discussed this question with the auto industry’s one-price pioneer, Mark Rikess of The Rikess Group. Rikess has long believed that negotiation-based selling has seen its prime. In addition, he also believes negotiation appeals only to approximately 30 percent of any dealer’s customer base, when you consider the percentages of women and Generation Y buyers. According to Rikess, neither of these groups finds hard-driving, four-square selling approaches appealing.

Let me know your thoughts.


Reblog this post [with Zemanta]