If price was really the problem in automotive sales, the cheapest dealership would win every deal.
They don’t.
In this episode of AutoKnerd, Andrew explores a powerful truth that challenges the way most dealerships think about negotiation, gross, and customer experience.
Customers don’t fight price because the number is high.
They fight price because they feel uncertain.
Drawing from behavioral psychology, customer effort research, and real dealership experience, this episode breaks down why predictability reduces resistance, why silence increases anxiety, and why clarity is one of the most overlooked profit-protection strategies in the car business.
You’ll hear:
• Why ambiguity triggers price objections
• How car buying anxiety drives negotiation behavior
• What recent buyer research reveals about higher prices and satisfaction
• Why Customer Effort Score may matter more than CSI
• How inconsistent handoffs quietly erode trust
• A practical one-week challenge to reduce resistance without discounting
This conversation isn’t about soft skills. It’s about understanding human behavior in high-stakes buying environments.
When customers trust the journey, they stop fighting the ticket.
If you’re a sales consultant, manager, or dealer principal looking to improve dealership customer experience, increase customer trust, and protect margin without racing to the bottom, this episode will shift your perspective.
Predictability beats price.
Listen in.
