Several weeks ago, Erin Neff fell in love with the Scion tC coupe. After reading about the car in a magazine, she decided to visit a local Scion dealer. A test drive convinced her to place an order. What happened next was very frustrating. The salesperson, Tim Downey, immediately started recommending options she should add to the basic car: sporting wheel and tire package ($1,565), ground-effects trim ($995), performance exhaust system

($525), and a satellite radio tuner and antenna ($449). Suddenly the price of $15,950 jumped to nearly $19,000, way more than she had planned to spend. Erin returned home without placing an order. Assume the role of sales trainer and suggest ways that Tim can improve his ability to position this product so it meets the customer’s needs.