We talk about vehicle sales all the time, but you tend to look at things a bit differently when the customer is someone you know. This happens frequently when a family member is shopping around. I’m currently in that spot as my in-laws are on the hunt for a new vehicle. Their current ride, while well-maintained, has braved nearly a decade of Canadian winters, road salt, and general wear and tear. It’s time for something new. So when we started talking I noticed their first priority was comfort. And why shouldn’t it be? It’s a major purchase, and for a lot of people, they spend almost as much time in their car as they do at home. They made a list of features they feel they couldn’t live without. But then comes the big question: What’s the budget? This is where dealerships and customers often hit a disconnect. Price is always negotiable—both ways. The dealership wants to maximize profit, while the customer wants the best possible deal. So how do you find the middle ground?
Start with the Budget
My first piece of advice to my in-laws was simple: start with your budget. If you don’t know what you can spend, how can you realistically shop for a vehicle? Without this, you risk falling in love with a fully loaded model, only to find out it’s $10,000 over budget. This is a surefire path to disappointment.
Factor in the Extras
A vehicle’s MSRP isn’t what you pay. There are additional costs. Freight, PDI, A/C tax, admin fees. Some fees are negotiable, others aren’t. The key is understanding the final cost, not just the sticker price. Once you have that number, you can assess the trim level and features that fit within your budget.
It’s All About Comfort and Cost
Notice the pattern? It all comes down to comfort and cost. Customers don’t just want a car; they want the best experience within their means. A great deal isn’t just about the bottom line; it’s about ensuring the buyer feels they’ve made the right choice without regret.
Finding Flexibility with Autovance Desk
If you were helping a loved one buy a car, you’d want to find the best option for them, not just the one that makes the dealership an extra 3%. That’s why flexibility during desking is so crucial. With Autovance Desk, dealerships can easily and clearly present multiple options to help customers make informed decisions. Intuitive features and a sensible layout match the flexibility customers are looking for. If the first option doesn’t work, adjustments to the down payment, loan term, or interest rate could make all the difference. Instead of a rigid negotiation, it becomes a collaborative process where both the dealer and customer walk away happy.
Build Trust, Build Loyalty
These concepts may seem like common sense, but it’s easy to forget that treating customers like family builds long-term loyalty. Trust is the foundation of a successful sale. When customers feel heard and valued, they don’t just buy a car, they build a relationship with your dealership. That can lead to future purchases, service visits, and most importantly, word-of-mouth referrals. Making sure the customer drives away feeling confident in their purchase means that everybody wins.
