Most customers view the features as very important. They want to make sure they are not paying for features they don't need. This means the better the features, the more you have to convince them they need them.

 For instance automatic seat adjustments - you need to convince them that instead of having to readjust the driver's seat after someone else has driven the car, the seat automatically senses your settings and adjusts before you even start the engine.

Along with selling the car and its features, you are also selling your dealership to the customer. Customers have to feel like they can trust a dealership before they buy from them. This is where you convince them that they have come to the right place to buy their car because you have excellent customer service and excellent mechanics that are more than qualified to do the needed upkeep on their car.

Most people enter a car lot knowing how much they want to spend and head straight for the cars in their price range. This makes your job easier because they already know what to expect when it comes to price. If they have confidence in the dealership, they will not even consider the price being a problem; after all they came to you.


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