When customers already know which vehicle they want, dealers may be tempted to lead with price. Not so fast, says Product Prep’s Gerry Gould, who shares a five-step process to build trust in the dealership before you build the deal.

All customers want a good deal, but they want the right vehicle even more. Top trainer Gerry Gould of Product Prep teaches a process that respects and reflects the modern car buyer’s path to purchase.