A salesperson uses NEPQ to reframe a price objection by asking the prospect to compare the cheapest option against a dealership offering three years of guaranteed service. The technique shifts the conversation from cost to value, moving the prospect out of price-based thinking.
Hey, Ian, I love the car, dude, but I think I need to do a little bit more research before I really want to buy this one.
Yeah, no worries, man. And what particular research are you looking to do? Just trying to find like the best price. The best price? Yeah. So that's your biggest concern?
Yeah.
You know, here's what I would tell you, Jonan. For us, the price is the easiest part. You know, what we do on this particular vehicle is we go around and make sure that you're not only getting the best price here, but that you're getting the best price in the nation. So, Jonah, what I would like to do is just show you a quick five minute proposal and then in the end it's completely your decision. But if it comes down to price, man, you're in good hands. You don't have anything to worry about. Is that cool? Yeah. Come
with me, man. This guy did some good things there. A few things I might tweak on that because my only concern is with this approach, when you go in to work out the deal and you show him the price because he's in price or cost based thinking, he's not in results based thinking of really what's behind him wanting the car, he might look at another offer he already got. He's like, oh, well, well, this is a better price. I'm going to go with this at our company. So I wouldn't eliminate any of that even happening. So the first question he asked was really good. Oh, what type of research are you, are you wanting to do now? When he said, oh, I'm looking for the best price or the cheapest price? First thing I'm going to do at that point is do what's called a comparative frame. Write that down. It's important. So is the cheapest price the most important thing to you? Or actually working with a dealership where we actually guarantee the XYZ service for the next three years so you don't actually spend in a lot of money. I mean, which is more important to you? And I say is the cheapest price, Most importantly, because nobody likes cheap. It sounds like it can break. The auto industry is the fourth biggest industry we train now. Love you guys.
