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 adviceshould 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.
C
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