How Much Do They Want It?

Let’s say the customer WANTS a new Mercedes, but it’s clear that they can’t afford it. What do you do?

First of all, try to evaluate or estimate their degree of desire. How much are they willing to pay? Get this question answered and you’ve translated the generality of WANT into a REALITY you can work with.

Next, let them know that a purchase always depends on PRICE and TERMS. Explain that you may be able to offer them a used Mercedes at a price and with terms that they CAN afford and would be happy with.

At the very least, they will see that you’re on their side, working to get them what they WANT. Chances are good that even if they don’t buy this time, they’ve found someone they can trust. And that is something they never forget!

Daniel Jacobs, 2018

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