Sell the Difference!

[Music] hi you know in most sales movies we always close the sale make a lot of money and live happily ever after but it really really isn't that easy the prospect never says what he's supposed to and what takes a minute on the screen sometimes takes hours in an actual sale as we all know it takes a lot of hard work and intelligent conversation to close a deal but these figure it out folders have some ideas that can really help us in situations that we're now facing every day all right here's the first one no I'm going to get a lower pric car yes money is a real problem isn't it but let's sit down over here and figure this out I think I can show you how you're actually dollars and cents ahead when you buy a Buick sit down for example you like the quality and style inside and out of a Buick don't you Mr Moran how much do you figure that extra luxury is worth what do you mean well I noticed you like the distinctive styling front side and rear the instrument panel the rich up holster that's right isn't it yes I guess so well would you say that's worth 10 25 or $50 more than what you get in a lower pric car oh I don't know 10 anyway $10 now how about that smooth new variable pitch Dlow transmission you said you liked it it wouldn't you say that's worth more than an ordinary transmission I guess so sure well how much more oh some maybe $20 $20 for Dlow a Buick has almost 30 horsepower more than that other car how much more is that worth to you about the same I guess $20 for Buick's greater power well on the road it's worth all of that and more but but let's be conservative let's put down 15 you remember how much smoother Buick rides coil springs on all four wheels is one reason and wouldn't you say that Buick's million dooll ride is worth at least uh $25 fair enough okay now we've just looked at figures that prove Buick's higher trade in value Mr Moran depending on age and condition used Buick sell for $50 to $200 more than low priced cars but let's be conservative how about $50 50 okay now we haven't even taken into consideration Buick's bigger size your pride of ownership and a dozen other plus values but let's just add up what we have here and see what we get they amount to $120 and Mr Moran we agree that these extra values are worth at least $120 but let's knock it down to say $100 okay sure all right now here's the difference between what you pay for that other car and the Buick but when you look at this actual difference after deducting the $100 and then spread it out over say 2 years well it isn't much more than the price of a pack of cigarettes a week wouldn't you say it's worth that to be a Buick owner you see what I mean by adding up just the Buick benefits that your prospect sets a value on we've got a lot easier job of selling what's left of the price difference sounds easy doesn't it but don't forget a great part of the successful use of this folder depends on how you handle your prospect part depends on what he thinks of your sincerity and a big part depends upon your ability just to get him to sit down and talk to you then this folder gives us another angle so now let's see how to subtract the disadvantages that result from not buying Buick quality yes but I like the automatic drive on that other make it's a good system but have you tried the new DLow no Dave you got a minute I'll buy a cup of coffee if you'll drive my car well okay here's Mr bondon now that you've tried the new DLow you can see that when you buy a Buick you can subtract the annoyance of that jerky upshifting and downshifting that you get with other transmissions Buick is smooth all right but those other fellas offered me a better deal but is it a better deal could you be as well satisfied without Dlow smoothness don't you think that other car should be cheaper when it lacks a valuable feature I don't know what are you up to well frankly I want to see if we can put your preference for Buick into dollars and cents now how much cheaper should a car be that doesn't have variable pitch Dlow would you say uh 10 20 or $30 I see well 20 I suppose all right now another thing Mr bondon in driving Buick did you notice the feeling of having something real solid under you yes well Buick is more than 300 lb heavier that's another value you subtract if you buy that other car even if we figure it only 50 cents a pound that comes to $150 but will you settle for 75 just half oh maybe 50 anyway okay $50 if you buy that other car you'll lose almost 30 horsepower power you need for get up and go longer engine life for hill climbing safe passing Can you estimate that Mr bondon that I can use yes that's worth something then figuring only a dollar horsepower does $30 sound right to you well make it 20 okay 20 making a total of $90 that you lose by not buying Buick and of course we haven't even touched on the dozens of other Buick features that you said you like but let's just subtract these from the difference in price and the actual amount left is oh here see for yourself Mr bondon H I never thought of it this way yes by subtracting from the price difference the things a customer loses by not buying Buick you help him see for himself that the extra price is really lower than he ever thought but remember a prospect is never a pushover the sale doesn't really begin until he says no Then another way of using our folder is by multiplying the satisfactions that go with owning Buick quality here's one way to do it no no we can make a better deal than that on our trade in well that's fine Mr pter but but how often do you usually trade cars no about every 3 years all right 3 years that's 36 months if you buy a Buick now you can multiply that 36 by 30 days a month that's 1,080 days you'll feel that special kind of Pride that comes with owning a Buick multiplication figures in there too what do you mean take the matter of color and fabric design of our upholstery Mrs Porter now you've seen the richness of color and the quality weave of the fabric well now multiply those by Buick's Beauty its extra comfortable roominess its smooth safety surge acceleration and its million dooll ride and you get a better deal the next time you trade the next time yes Buick has a better trade in value anytime and every time well how can I be sure then just compare the prices of used cars in the classified ads Mr Porter you'll find that where two cars are in about the same condition Buick's value is always higher when you buy a Buick you're not buying just one advantage you're buying a number of them Advantage is that you'll remember and enjoy long after you forgotten what you paid yes this time sign reminds us to point out the number of customer satisfactions in a Buick by figuring the multiple values of Buick quality we multiply the number of ways of selling the price difference now let's look at a fourth and uh last situation where we can sell the price difference by dividing it in terms of years or months or mileage all right away we go look I uh I know what bu weeks are I've driven them and just tell me the money difference I'm glad to Mr Allen compared to the deal you've been offered on that other car the Buick you want comes to only $150 more what do you mean only that's a lot well that seems like a lot doesn't it but um let's figure it out now you say that you ordinarily drive a car 30 to 40,000 Mi before you trade it in that's right all right but to be conservative let's just take the lower figure 30,000 now let's divide that $150 by 30,000 that figures out to be just about 510 of a cent a mile or to put it another way let's say you have that car for 3 years that comes to $50 a year or 96 cents a week now subtract the greater tradein value better performance and quality of a Buick all factors that you can put your own dollars and cents values on Mr Allen subtract these from 96 cents a week and the actual difference in price is probably no more than a few cents more a day now that's certainly a reasonable amount for owning a Buick wouldn't you say well uh since you put it that way uh maybe you're right yes we can figure it out for ourselves and for our prospects by adding the benefits by subtracting the disadvantages of other cars by multiplying the values of Buick features and by dividing the higher cost by length of service we've got a new twist for selling the price difference in Buick quality we sell quality in terms of price and owner benefits quality that has put Buick up into third place and will help keep us there now that we have a new way to sell the extra price let's prove it to our price conscious prospects if they want talk price and better deals let's talk price let's take them right into the closing room figure it out with arithmetic and sell the [Music] difference