How Top Salespeople Handle the Sales Objection ‘What’s Your Best Price?’

It’s the question every sales consultant knows is coming — and the way you respond can make or break the deal. In today’s automotive market, where discounts seem to be around every corner and customers arrive armed with price comparisons, your ability to respond effectively to this common sales objection will define your success.

So how do top-performing automotive sales professionals manage it with confidence, authority and results? It all starts with mindset, preparation, and value. Let’s break it down.

Expect the Sales Objection — and Prepare for It

The phrase “What’s your best price?” is not a surprise — it’s a certainty. Any salesperson who doesn’t prepare for it is already on the back foot. The key is to build your sales process knowing that this objection is coming, so you’re not caught off guard and don’t default to slashing prices.

Too often, consultants rush to price before laying the groundwork. But skipping steps in the sales process leaves you with little to stand on when the objection comes. Instead, every step — from greeting to test drive to presentation — should be part of a well-designed path that strengthens your value story.

At Total Selling Solutions, we coach our clients to treat the entire sales conversation as a long-form answer to the pricing objection. When you’ve thoroughly qualified the customer, aligned your solution to their needs, and clearly presented the benefits, the pricing conversation becomes a natural extension — not a battle.

Build Undeniable Value from the Start

Value is your most powerful defence against a discount demand. If the customer doesn’t clearly see why your product or service is worth the investment, they have every reason to ask for money off. A strong presentation, tailored to the buyer’s unique motivations, is your best way to avoid this.

This isn’t about rattling off features. It’s about connecting those features to something meaningful for the buyer. Does the customer have a young family? Show them how the vehicle’s safety rating supports their peace of mind. Is fuel efficiency a concern? Demonstrate how much they’ll save weekly — not just over time.

The ability to build value effectively is a skill — and like any skill, it can be developed with training. Our Sales Executive Mastery Course is designed to help consultants sharpen this exact capability. Through role play, repetition and real-world frameworks, we train automotive professionals to sell with conviction, not concession.

Take Control of the Conversation

When the price objection finally comes, resist the urge to go on the defensive or worse — panic and discount. Top performers don’t dodge the objection; they lead it.

That means steering the conversation back to value. Remind the customer what they’re getting: the product, the support, the after-sales care, and the long-term benefits. Anchor your response in everything you’ve already shown them.

This is where many consultants falter. They view the objection as an attack rather than an opportunity. But objections aren’t rejections — they’re buying signals. If a customer wasn’t interested, they wouldn’t be asking at all. They’re simply testing your conviction and hoping to gain an advantage.

Reframe it mentally: this is your chance to reinforce why the deal is worth it — not just the product, but the entire experience they’re buying into.

Learn to Isolate the Objection

Sometimes, the “best price” question isn’t about the price at all. It’s a smokescreen. It might reflect a lack of clarity, a concern about timing, or a misunderstanding of value.

Top consultants know how to isolate the objection. Try asking, “Aside from the price, is there anything else stopping you from moving forward today?” This simple question can surface hidden objections and give you a clearer path forward.

This technique is part of our advanced Onsite Training Programmes, where we teach salespeople to uncover the real reason behind hesitation and address it with professionalism and empathy.

Equip Yourself with Tools That Support You

In today’s digital-first landscape, success isn’t just about skill — it’s about systems. One of the most powerful tools available to sales teams is TSS’s StreamSpeak, a total call management system built specifically for the automotive industry.

StreamSpeak helps dealerships measure and analyse over 4 million calls each year, providing data-driven insights into customer objections, buying signals and missed opportunities. It enables managers and consultants to review performance, spot trends, and fine-tune their responses to common objections like price.

This kind of insight allows your team to stop guessing — and start responding with strategy.

Rehearse, Role Play, Repeat

Handling objections is not about memorising scripts. It’s about developing confidence in your ability to communicate value under pressure. And that comes from practice.

At TSS, we believe in repetition with reflection. In our Monthly Onsite Training, we emphasise scenario-based learning and role play because that’s how confidence is built.

If your team is only learning theory — and not actively practising responses — they’re going to freeze when the real objection comes. Or worse, they’ll default to discounting because it feels easier in the moment.

But when consultants rehearse objections regularly, they learn how to stay calm, articulate their position, and build trust through clarity and conviction.

Focus on the Bigger Picture

It’s easy to get caught up in closing the deal — especially when KPIs are on the line. But focusing solely on the short-term win often leads to long-term problems: loss of gross profit, eroded brand value, and customer expectations that are hard to reset.

Taking control of the sales objection with a value-led approach sets the tone for a more sustainable sales model. It attracts higher quality buyers, improves retention, and ultimately drives better performance for your business.

And when managers lead by example — actively coaching their team through objections and reinforcing these principles — they create a culture of resilience and professionalism that pays off month after month.

The Bottom Line

In a discount-driven world, top salespeople don’t fear the price question — they anticipate it. They build their process to support their value story, rehearse their responses, and lead the customer with confidence and credibility.

Handling the sales objection effectively isn’t about avoiding the topic — it’s about owning it. And when your team is equipped with the right skills, systems, and support, they don’t just survive in a competitive market — they thrive.

Looking to sharpen your team’s objection-handling skills? Get in touch with us today, or explore our full training and development solutions.