How Independent Dealers Fight the New Price War
Now, if a customer comes in demanding that Hahn beats a price, Hahn’s sales staff can use one of three computers on the sales floor to look up competitors’ prices. Lee Sherman will tell price-sensitive customers: “Price is easy. I absolutely guarantee that we will be at or below the best price you can find. Internet, Best Buy, whoever the competitor, we can match or beat it, so let’s talk about what you really want.”
“It’s Salesmanship 101,” he said. “Once the customer calms down and recognizes that you really do know what you are taking about and you’re not afraid, you can do a lot of business.”
Find, Offer, Track the Good Buys
Dealers of all sizes are working with their vendors to find the deals that bring customers in the door and generate profit. Special buying opportunities have become crucial to survival. At Hahn Appliance Warehouse, a ‘Scratch & Dent’ section leverages the dealer’s depot status with GE. Bob Cole at World Wide Stereo, heads to line shows in Japan “trying to find niches that we can make money in.” Cole contends it’s a mistake to pay too much attention to high visibility video products and not focus on where they can make money. “I’m thrilled to lose $200 on a TV set if I can sell the guy a high-end audio system,” he said.