Several weeks ago, Joy Hong 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 immediately started recommending options she should add to the basic car: automatic transmission ($1050), remote engine starter ($743), performance exhaust sytem ($725), alloy wheels ($1578), rear spoiler ($653), paint protection film ($520), hood deflector ($190), and special acoustic system ($355). Suddenly the price of $21 490 exceeded $27 300 without taxes—and not including a destination charge and a pre-delivery inspection charge—considerably more than she had planned to spend. Joy returned home without placing an order. Assume the role of sales trainer, and suggest ways that the salesperson can improve his ability to position this product so it meets the customer’s needs.