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In the automotive industry, there is a lot of emphasis put on price. In society, we often hear the word value. These two words seem to be interchangeable. Are they really? I don't think so. Most of us have paid a price for something that had a value higher or lower than what we paid. Some of the things in our lives that we value the most didn't have a price and we wouldn't sell for any price...such as our families, our memories, and our time. When speaking to customers who are focusing on price, try to build the value of the vehicles instead of giving a price. The value of a vehicle is about more than the money. If you investigate correctly and actually listen to the customer's responses, you should be able to find the perfect vehicle for their needs. The value is in how they will use it, how it will make their life better, and how much enjoyment they will receive from it. The price is just dollars and cents. Don't get me wrong...money has a big impact on people. There aren't many people who have money to burn. But if you can show them how the value is more than the price, it seems that they are getting a better deal. Let's face it. Only about 20% of customers are truly price motivated. Building value for them is much more effective than focusing on price.