Resources / Glossary / Customers
Price shopper
A customer working several stores on price, who will keep calling until somebody gives them a reason to stop.
A price shopper asks for a number early and often, gives little information, and is usually holding quotes from other dealerships. Some are genuinely buying on price alone. Many are doing what the process taught them to do, because every store they called answered with a figure and nothing else.
The productive response is to find out what the number is being compared against. A quote from another store is not a price until you know the vehicle, the trim, the fees and whether it includes a trade, and very few shoppers are comparing identical things.
Why it matters for a sales manager
Stores lose these customers twice: first by refusing to talk about price at all, which ends the call, and then by quoting blind, which ends the gross. The shoppers worth your team’s time are the ones who will answer a question back, and finding that out takes about thirty seconds on the phone.