Selling Today: Partnering to Create Value, 14/e

Your Call Objectives

Now that Wright’s at the launch party at Sewell’s dealership, you’re looking to turn her into a first-time Audi buyer.

But the key challenge is that even if Breanna Wright is open to leasing a new Audi, she will perceive the monthly lease payment as too high, and may even ask you for a 15% discount. Your limitation, following Audi’s strict guidelines, is that you’re only able to offer a 5% discount, but you can throw in a few new features such as an entertainment system with an LCD monitor in the front (you should remember that Wright’s demographic loves indie music!).

The other test for you has to do with product ergonomics. Since Volkswagen and Audi are manufactured on similar product platforms, Wright might not really ...