IYKYK or if you know, you know (in case you don’t know) is all the rage right now and when I wrote the title for…
OK, let me set the stage for you. A salesperson had been communicating with a customer who had inquired about a vehicle over the internet.…
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OK, let me set the stage for you. A salesperson had been communicating with a customer who had inquired about a vehicle over the internet. At some point during communications with this customer a price quote was agreed up or at least considered close enough for the customer to set an appointment to come to the dealership. This customer traveled from around 30 minutes away to visit the salesperson and dealership. When the customer arrived at the dealership the salesperson greeted them and then asked the customer if they would like to go on a test drive. The customer declined the test drive because they said they had already driven a similar vehicle at another dealership and just wanted to go over the figures. After a little back and forth the customer agreed to go on the test drive. This particular dealership does not send their salespeople on test drives because of COVID-19 concerns. Which, I have no issue with. Employee safety is the highest of priorities. Anyways, so the salesperson gives the customer the keys to the vehicle and sends them on their test drive. 
A few minutes, and I am mean few, the customer is back from their drive and wanting to discuss the figures. Not only did they want to discuss the figures they wanted a better deal. Needless to say, the deal that the customer wanted the dealership could not do. They were about $1000 away from making a deal, so the customer left. As the customer was driving away the Sales Manager noticed that they were driving the same brand as the customer was looking to buy. It just so happens that this particular brand has loyalty money of $750 for previous owners. Now the Manager is telling the salesperson to get the customer back in because they would be that much closer to making a deal. The salesperson reached out to the customer over the phone and talked to them about the car they were driving. It turns out it was not the customers car and they would not be able to use that to close the deal and the customer is now lost to another dealership or brand. It is not that a deal was not made with this customer that blows me away, it is how did the deal get this far without finding any information about the customer out.
Just because we are living in a time where customers are spending more time 'hiding' behind a computer or phone. Whether it is because they are scarred to talk and spend time face to face with other people or if it is because they just want to protect themselves from being pressured into making a decision or being taken advantage of. Whatever your customers reason it does not mean that it is OK to skip steps to the sale. The key is to learn how to accomplish every step of the sale without the customer being right in front of you.
If the salesperson would have built value, created excitement, and got the customer thinking about the benefits of owning this vehicle, the customer would not have been as concerned about the price because these benefits would outweigh the cost.