In high-stakes B2C sales, the customer's feeling of trust and safety with the salesperson outweighs other variables. Salespeople must compartmentalize their day's frustrations because for the customer, this is their only, highly emotional interaction with the company.

If a customer is shocked by your price, your marketing has already failed. Every public-facing asset—vehicle wraps, social media posts, uniforms—builds a perception of value that primes the customer to expect a certain price level before your team even presents an estimate.

Prospects who haven't bought your type of solution in a long time lack proper context. They will compare your modern, high-value offering to a cheaper, older, or simpler alternative they understand, leading to sticker shock unless you proactively reframe their perspective.

A negative industry reputation for customer experience deters even the most informed and ready-to-buy customers. Sales expert Jeb Blount admits he knows exactly what car he wants but delays the purchase solely to avoid the "awful experience" of a dealership, proving that CX friction costs real sales.

Don't let your personal perception of what's 'expensive' limit your earning potential. Set your price high based on the value you provide. It is easy to lower a price that gets no buyers, but impossible to know if you could have charged more if you start too low. Never say no for the customer.

When customers can research product details online, the salesperson's value shifts from providing information to facilitating a superior experience. The customer isn't buying the car; they are buying the feeling and trust you create as a guide through the process. This emotional component becomes the key differentiator.

Price objections don't stem from the buyer's ignorance, but from the seller's failure to establish clear economic value. Before revealing the cost, you must build a business case. If the prospect balks at the price, the fault lies with your value proposition, not their budget.

Price sensitivity decreases when customers have absolute clarity on what they're buying, when technicians present options with confidence, and when the business consistently provides multiple choices. These three "C's" build perceived value, allowing for higher prices.

Instead of hiding price until the end of the sales cycle, be transparent from the start. Acknowledge if your solution is at the high end of the market and provide a realistic price range based on their environment. This allows you to quickly qualify out buyers with misaligned budgets, saving your most valuable asset: time.