Dealer Consultants

Let’s talk about price — Part two

Steve LemcoIf the salesperson gets a sour look and shows fear while it is not his or her money being spent, how in the world can the customer feel good about it when it is their money? It should also be the salesperson’s mission to soften the price by having an ‘only’ mannerism while discussing money.

When I do experienced salespeople training, I can tell they are ready for my “How much is it?” question because one or two people blurt out, “It’s only $15,995.” Then they stop talking and smile waiting for a verbal pat on the back.

“That’s a terrible answer,” I respond. I then explain the power of the zipper. The zipper is their mouth and the power is when and where they zip it.

We already know that for the most part, the money is the only reason people do not buy what they want. It is such a disservice to leave someone at the worst place you can be by saying the ‘only’ price then hitting the zipper. What is the customer supposed to say? One of the most common replies is, “Is that your best price?” The salesman normally says no and then offers a discounted price. The customer was willing to pay full price but now the salesperson has created a discount buyer.

From this point, I continue to role-play.

Customer John: “So, Steve how much is it?”

Salesman Steve: “John, the price is only nineteen-five-fifty and that’s a lot of bike for the money. The best part John is you don’t have to pay for it … well not all at once anyway. John we have some awesome financing and we can really make it easy and affordable to take home. Were you planning on financing the motorcycle?”

This is where I have the class do their second role-play. I give them ten minutes to buddy-up and practice their lines. They start at the greeting and finish after the salesperson has the customer sit on the motorcycle (chair), asks a few questions and then answers the price question by saying the only price. After telling the customer the only price, the salesperson should finishing by mentioning that the dealership has super financing and asks if they would like to sit down and look at some affordable payments.

Here’s an example of the role-play that takes place:

Salesperson: “Hi. Welcome to Motorcycle World. How are you doing today?”

Customer: “I’m doing fine, thanks. I’m just looking.”

Salesperson: “Super. Thanks for thinking of us. Take your time. We have lots to look at. We have new, pre-owned, sport bikes and touring. Are you looking for anything in particular?”


Customer: “I wanted to check out a few things about XYZ.”

Salesperson: “That’s a nice bike. We have them towards the back. My name is Steve. What’s your name?” (As the salesperson introduces himself, he holds out his hand for the customer to shake.)

Customer: “My name is Travis.” (The customer shakes the salespersons hand.)

Salesperson: “Nice to meet you, Travis. Ok, let’s go look at the XYZ. Follow me.” (The salesperson turns and starts leading the customer to the desired model. Preferably the salesperson pulls out the model making it easy to sit on and then asks the customer to have a seat on it.)

Salesperson: “Say Travis, what got you interested in the XYZ?”

Travis: “My brother got one last year and he really loves it.”

Salesperson: “You know Travis we hear that all the time. Would you be happier if you had a new XYZ?”

Travis: I sure would be. How much is it?

Salesman: “Travis, the price is only nineteen-five-fifty and that’s a lot of bike for the money. The best part Travis is you don’t have to pay for it … well not all at once anyway. Travis we have some awesome financing and can really make it easy and affordable to take home. Were you planning on financing the motorcycle?”


When the class is ready to do their second role-play I start from the back of my notebook and work my way to the front of it. Again you add or deduct a point based on how well they did saying and understanding their role — be it customer or salesperson.

The First Cut

When the role-playing is complete, I have the class take a ten-minute break and then try to find a private spot to tally the scores. I am going to invite back twice the number of people that the dealership plans to hire. In this case, the dealership wanted five new people, the top ten scores get invited back.

When the class sits back down I shake everyone’s hand and tell them that I appreciate their time and efforts. I then remind them that after I call out the names of the people selected that everyone will leave the room. The people that did not get selected are to go home and I wish them the best of luck and hope they feel they got a good experience. The people that did get selected are to return back to the meeting room in five minutes to go over tomorrow’s agenda.

When the selected people come back, I go around and shake their hands and tell they did a super job. I advise them to go home and practice the role-plays we went over, as they will be doing a few of them tomorrow. Finally, I send them home smiling.

This is the 24th part in a series of blogs about hiring new salespeople. To read the previous blogs in this series, click here.

Steve Lemco is the youngest brother of the late Ed Lemco and has been doing sales training and hiring for motorcycle dealers since 1983. He is the author of three sales books, the new “Training and Hiring New Salespeople,”  “Motorcycle Sales Made Easy” and “You Gotta-Wanna.” Steve has trained in every state in the U.S., as well as England, France, Australia and New Zealand. Steve incorporates motivational boards and games along with his training and hiring because he believes the best way to get the job done is to make it fun. 



Phone: 253/826-6110


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