Is the price important to car shoppers? Sure. To some of them, it's all that matters. Those are the ones who make or break a deal over $50.
But to the majority of auto consumers, price it is not as important as some people think, including some dealership sales personnel.
Selling consultant Bob Janet offers these insights on price:
Customers will remember the level of your serviced long after they forget the price.
The one who mentions price first makes it important.
Use benefits (product and business benefits) to diminish the importance of the price.
Even the customer who demands a lower price will pay more when the product is accompanied by great customer service.
Most customers know the price of everything but the value of nothing. Successful sales professionals sell value to get a higher price.