WILKES-BARRE, Pa. -

GWC Warranty acknowledged vehicle shoppers are looking for a bargain, and dealers are looking to turn a profit, meaning those two worlds collide during the art of negotiation.

As experienced negotiators, GWC Warranty pointed out every sales and F&I professional has techniques that have worked for years. But as customers evolve, the company insisted that so must negotiation skills.

In light of that backdrop, GWC Warranty offered three suggestions in a recent company blog post that can lead to a positive result for both stores and their customers.

1. Honesty is the best policy, and so is transparency

GWC Warranty emphasized today’s customers are more informed than ever.

“In being completely transparent about every line item they’re paying for, you’re converting their experience from one of resistance to one of receptiveness,” company experts said. “In doing so, customers will be more likely to let their guard down and see value in F&I products rather than defaulting to raising an objection.”

2. Have an open mind, and don’t fear change

GWC Warranty insisted the best businesses are the ones that can evolve to meet the needs of their customers.

The company recommended that dealerships consider changes managers can make — both large and small — to the way they negotiate with customers.

“It could start small with your employees and removing words with negative connotations from your daily vocabulary — things like ‘close’ or ‘sell.’ Or it could be changes to the way you present your menu that give customers an option rather than forcing them to fight for the products they want at a price they feel is fair — which leads us to the final piece of advice,” company experts said.

3. Prioritize price

As GWC Warranty previously mentioned, customers are more informed than ever.

“They’ve shopped long and hard for the car they want,” experts said. “While price is often the focus of a negotiation, vehicle make and model, selected options and other features are proven to be higher priorities than price for customers.”

If a buyer has made it to the F&I office, GWC Warranty pointed out they’ve already picked the vehicle they want.

“Be willing to work toward making F&I products work for both of you, but know that your customer is already comfortable with the purchase,” experts said.

“The time in the F&I office is best served ensuring your customer can drive that vehicle confidently for many miles to come — not haggling on price or a laundry list of products that don't fit their personal situation.

Editor’s note: This post and more best-practice recommendations can be found at gwcwarranty.com/dealers/accelerate-blog.