That is NOT Reciprocity  (continued)
    The sales consultant handed the farmer the worksheet with the pricing asked
    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!"
Copyright© 2008-2009 Automotive Dealers Network. All rights reserved.

By Bill Zahrte
Sales Manager
Email bzahrte@automotivedealersnetwork.com
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.
    Stunned and not wanting to get into a shouting match, the consultant went on to tell the wise old  farmer
    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.

    The wise old farmer, needing a new truck badly, sat and thought about the offer for quite some time. Finally
    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.
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SUPERIOR DEALER SOLUTIONSsm
    Our sales consultant was a very experienced salesman.
    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.
    The sales consultant called up the farmer and said, “My son is in 4-H and he needs a cow for a project.
    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:

    BASIC COW...........                        $500.00
    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