"Just tell me the price" is the most common BDC objection. The customer believes that knowing the price is the step before deciding whether to come in. The BDC rep knows that quoting a number over the phone rarely results in an appointment and often results in a price-only comparison that doesn't account for trade, incentives, or financing.

The goal is not to withhold information but to give information in the right context.

Why BDC Reps Struggle With This

The two failure modes:

1. Just quote the number: Customer thanks them, hangs up, and calls three competitors.
2. Refuse to share any information: Customer gets frustrated and hangs up anyway.

The right approach is somewhere between — provide real information while creating a reason to visit.

The Response Script

Opening acknowledgment:

"Absolutely — I want to make sure you have the right number, not just a number. The price depends on a couple of things I'd want to confirm with you first. Do you have a trade-in, or are you coming in purchase-only?"

This question does two things: it gathers information and it creates a conversational dynamic where you're working together, not competing.

After gathering trade-in info:

"Based on what you've described, here's what I can tell you: the vehicle is [advertised/sticker price]. Now that's before we apply any current incentives — [manufacturer has a X% APR promotion / we have a loyalty rebate / we have current trade bonuses]. The actual out-the-door number typically runs [range] depending on those factors and your trade situation. The reason I'd love to have you come in isn't to hide anything — it's because the final number I can put in front of you is actually better than what I can quote blind over the phone."

The appointment push:

"I can get you with one of our product specialists who can pull everything together in about 15–20 minutes at the dealership. No pressure, no runaround — just a real number with all the current programs applied. What does your schedule look like this week?"

When They Still Push for a Number

If they insist:

"Totally fair — I can tell you our advertised price is [X]. The out-the-door estimate I'd put together for someone with your situation would be approximately [range], depending on trade and financing. That's my honest estimate. To lock that in and make sure you're getting every available discount, that 20-minute visit is the step. When's the best time for you?"

Give a number. It doesn't have to be precise — a range is appropriate. But refusing to say anything drives customers to competitors.

What to Avoid

• "I can't give out pricing over the phone" — sounds like you're hiding something
• Quoting MSRP as if it's the out-the-door price — it's not and the customer knows it
• Giving a number without a follow-up appointment attempt — you answered the question but missed the objective

FAQ

Should BDC reps have the authority to quote prices? Yes — to a range. BDC reps who can only say "come in and we'll tell you" convert fewer leads than those who can provide useful pricing context.

What if the customer just wants to compare prices across dealers? Provide your honest number and create urgency: "I want to earn your business. If you're comparison shopping, give me the opportunity to be your last call — I want to make sure we're competitive."

BDC phone pricing objections are won by transparency with context. Train your BDC team on this balance. DealSpeak includes BDC phone scenarios with this exact objection. Start a free trial.