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Reconditioning the Conversation: No More "Best Price" w/ Kyle Mountsier
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In this episode of the KPI Cafe, Nelson Automotive Group's Kyle Mountsier offers myriad insights on how to recondition the conversations they're having with customers. Since time immemorial, many people shopping for cars have been forced into negotiating on price because of a lack of transparency, a lack of trust, and a lack of consistency from first point of contact to purchase. Though automotive retail has progressed, the stigma still lingers, and there needs to be a deliberate process in place to help move the conversation away from price and toward inventory and needs. Kyle not only offers actionable tips on how to do this, he also talks about the benefits, one of which demonstrates his genuine care and concern for others.
Here's what you can expect:
Kyle's Automotive Origin Story (3:30)
- Music Major
- Pensacola, Florida
- Selling Cars
- Nissan
- Now Mazda
Did the Industry Condition Consumers to Ask for Best Price? (8:30)
- Only Industry to Request Price
- "Fight Harder" and "Fight Well"
- Fear of Losing Customers
- Need to Recondition
- Short-term Pain
Best Practices to Help Redirect Price-Driven Customers (13:40)
- Right Out of the Gate
- Ease of Transaction
- Stop "Let Me Get My Manager"
- Empower Salespeople
Marketing Tactics to Get Off "Best Price" (20:11)
- Go-to-Market
- Psychology of Language
Benefits of Reconditioning Consumers' Mindset (24:51)
- Sentiment
- Ease of Sleep
Can These Strategies Work with Fixed Ops? (27:58)
- Things in Process
Kyle's Podcast: Contagious Podcast (32:02)
Chapters
1. Kyle's Automotive Origin Story (00:03:30)
2. Did the Industry Condition Consumers to Ask for Best Price? (00:08:30)
3. Best Practices to Help Redirect Price-Driven Customers (00:13:40)
4. Marketing Tactics to Get Off "Best Price" (00:20:11)
5. Benefits of Reconditioning Consumers' Mindset (00:24:51)
6. Can These Strategies Work with Fixed Ops? (00:27:58)
7. Kyle's Podcast: Contagious Podcast (00:32:02)
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