Instapundit Takes Sales 101 and asks; Does Nissan really expect Leaf buyers to plunk down $2K for a charger then order the car?
Well, Nissan probably does.
From the linked article the purchase process for the Nissan Leaf:
- Reserve
- Home Assessment
- Charger Installation
- Order
Why would you ask the buyer to pay $2000 for installation of the dedicated circuit that is a required prerequisite for the Leaf purchase prior to actually negotiating the purchase?
Smart selling. By the time the buyer is ready to negotiate specific details of the purchase they are already $2000 worth of expense into the process.
Walk away from the deal at that point and the buyer is stuck with the $2000 bill for a charging system they won't be using. Most folks, not having shared class time with my Engineering Econ Analysis professor have not had the mantra 'Sunk costs are non-recoverable' drilled into their heads.
The sales guys can book the deal at 'Charger Installation' although they can't recognize the revenue until 'Order.' Is that a great model or what?
