|That is NOT Reciprocity (continued)
for his approval, and the farmer stood up and shouted so everyone in the
showroom could hear, "This isn't the price you have advertised in the Newspaper!"
|Bill has held positions such as Marketing Consultant, VP of
Marketing Development and National Director of Business
Relations. He specializes in customer communication at every
opportunity to improve customer satisfaction, customer
retention and profitability in the service and sales departments.
how he was getting a “State of the Art” vehicle; he was getting extras that are included in the pricing, such as
power steering, power brakes, power windows, special tires, etc., and that he had chosen the “Hybrid” that
runs on electric power to save gas mileage, that this type of vehicle has a premium price tag.
After all, “You didn’t wish to purchase a stripped down pick-up did you?” asked the sales consultant.
after what seemed to be an eternity the wise old farmer said O.K. They then completed the paperwork, he
paid the price that was presented and the wise old farmer left and went back to his farm.
|SUPERIOR DEALER SOLUTIONSsm
His experience has taught him that keeping close to customers can bring “Reciprocity.” For those of you
who don’t have a dictionary, this simply means if I do you a favor . .. you will probably return a favor in kind.
So, during our sales consultants normal follow-up activity he place a phone call to the wise old farmer. He
had a need and felt that based on the dealing with wise old farmer a favor was at hand.
Do you have any cows for sale?” The wise old farmer replied, "Why yes, I have a few cows I would sell for
$500 apiece. Come and look at them and take your pick.”
After spending a few hours in the field checking out all the farmer’s cows, the two decided on one that
was perfect for the 4-H project and the sales consultant proceeded to write out a check for $500.
The farmer said…..“Now wait a minute, that’s not the final price of the cow, you're getting extras
with it and you have to pay for that too.”
“What extras?” asked the consultant?
Following is the list the farmer gave the sales consultant for the final price of the cow:
Two-tone exterior......... $45.00
Extra stomach............ $75.00
Product storing equipment......... $60.00
Straw compartment..... $120.00
4 spigots @ $10 ea......... $40.00
Leather upholstery...... $125.00
Dual horns.................. $45.00
Automatic fly swatter........ $38.00
Fertilizer attachment...... $185.00
GRAND TOTAL....... $1,233.00