What’s really happening when a customer asks for the price… and everything starts to fall apart?

In this episode of Fired Up, Susan Gaytan and Michael Renaud sit down and talk through what they’re actually seeing on the ground — in dealerships across the country — when it comes to price conversations, phone ups, and why so many teams are struggling right now.

From “out-the-door” questions to awkward deflections and overused one-liners, they break down the small moments that are quietly killing trust — and pushing customers to look elsewhere for answers.

This isn’t about scripts.
It’s about what customers feel when they talk to you.

They get into:

• Why avoiding the price conversation is doing more damage than the price itself
• How confidence (or lack of it) shows up instantly on the phone
• The real reason customers are turning to AI, brokers, and “anyone but the dealership”
• And why the basics — answering the question, being real, and actually helping — matter more than ever

Along the way, they share stories from stores they’ve just been in, what’s working, what’s not, and the patterns they’re seeing repeat everywhere.

If you’ve been in the business long enough, you’ll recognize this conversation.
If you’re new, this is one you want to hear early.

No fluff. Just two coaches, on the road, calling it like it is.

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