Let the pricing debate unfold!

I just had a fabulous conversation with dealer in NY that felt very strongly that they did not want to include pricing with their online inventory. They felt that people would call if they were “really” interested in the vehicle. Well, after much going back and forth, I shared with him a recent study done showing that the overwhelming majority of folks are looking for a price….even any reasonable price will do. Witholding price on used vehicles is a quick and easy way to ensure that your leads will be almost non-existent, so make sure your’e sharing your fair market price.

New cars can be a different story. We have many dealers that use a hidden price like a “wow” price. This type of pricing structure displays the MSRP of the new vehicle in stock and if the customer wants the “wow” price, they fill out a quick form and the price is displayed.

This is a nice alternative because you get a lead and the customer gets their price and you can immediately call them to talk it over.

An example of this type of pricing can be seen at http://www.koons.com/new-inventory/index.htm?reset=InventoryListing

If you have any ideas about pricing online or success stories of what dealers are doing about price, serve them up.

Thanks!