Phil has observed that today's car buyers are more knowledgeable than car buyers in the past,primarily due to the Internet. Such car buyers gather information on all aspects of a car,from the manufacturing process to service contracts,and they respond best to a value-added selling strategy. What advice should Phil most likely give to his sales team when they are faced with such knowledgeable buyers?
A)Drop the price significantly under the list price.
B)Create rapport with the buyer to build instant customer loyalty.
C)Tailor the product to the buyer's needs and provide superior service.
D)Augment the product by adding extra features for only a minimal fee.
E)Appeal to the buyer's sense of style and luxury through differentiation.

Question

Quizplus · Accepted Answer

Since today's car buyers are more knowledgeable, it is best for Phil's sales team to focus on differentiating themselves from competitors by providing tailored products and superior service. This is because knowledgeable buyers have done their research and are likely to know the price ranges of the products they are interested in, and therefore may not be swayed as easily by price drops or added features. Creating rapport and appealing to style and luxury could still be important, but they may not be as effective as offering personalized service.

Phil Has Observed That Today's Car Buyers Are More Knowledgeable