Price shoppers aren’t the problem.
Untrained responses to price shoppers — that’s where deals die.
Most reps panic when they hear:
“What’s your best price on that model?”
They get defensive. They over-disclose. Or worse — they shut down the call.
Let’s break down the most common mistakes reps make on price calls, and what to say instead.
❌ “It depends…”
While technically true, this phrase signals indecision.
The shopper hears:
“They’re hiding something.”
✅ Say instead:
“Great question — let me ask you a couple quick things so I can get you a more accurate number.”
This shows confidence, control, and repositions you as the guide.
❌ “Our prices are all online.”
This answer ends the conversation — not continues it.
It makes the rep sound unhelpful and lazy, even if the info is online.
✅ Say instead:
“Yes, we list everything transparently. Are you looking at a specific trim or package so I can match what you’re seeing?”
Now the rep is participating — not pushing the caller away.
❌ “I’m not sure…”
Price shoppers are testing professionalism. If a rep sounds unsure, it tanks trust.
✅ Say instead:
“I want to get you the right number. Do you have a few seconds so I can check inventory and get specific?”
The goal is never to give every answer — it’s to earn a reason to continue.
❌ “That depends on your credit.”
This puts the shopper on the defensive. It sounds evasive — or like a trap.
✅ Say instead:
“We work with a wide range of lenders and situations — and can usually tailor options based on what matters most to you. Are you looking for the lowest monthly payment or overall price?”
That’s a turn toward collaboration — not confrontation.
❌ “What’s it going to take to earn your business?”
This one feels pushy and old-school. The buyer hears pressure, not partnership.
✅ Say instead:
“Sounds like you’ve done some research — what have you seen so far, and what’s most important to you in choosing where to buy?”
That opens a dialogue — and sets up the appointment on your terms.
Final Thought
Price calls don’t have to be traps.
Handled right, they’re one of the best opportunities to set appointments — because price shoppers are ready to act. They just need a pro to guide them.
Train your team to stay calm, stay curious, and say what builds trust — not tension.
