Reality for most Dealerships is that it can be a struggle to transform from the old way of doing business to the new way. Dealerships have done business the same way for decades. Most Dealerships still price and sell the same way and just add the Internet as another marketing medium. Today we have many more platforms on which to place our inventory and pricing. 
 
Take a look at Dealership websites.  Some sites still do not price at all. They may put the “Call for Price” statement, or almost as bad, play the WAS / IS price game. Now there’s some transparency! We had it too high, you didn’t bite, so we now have it at this price, and yet we may still come down more. 
 
Also, we might see unbelievable price swings from one Dealership to another on the same model, or even within the same Dealership inventory. Just pull up AutoTrader or Cars.com and see. Why is this? Easy, we are pricing from what we have in them. If they sit around...