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Bryant Gibby

Bryant Gibby Used car manager

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Pricing online

     We are in the process of making some changes to our new car pricing strategy. Thanks to a lot of feedback, it looks like we are going to move forward with implementing a completely different strategy for pricing cars online.

 

     As we have been ironing out the details with these changes, we have questioned whether or not it is a good idea to keep our prices for our new inventory on the dealership's website. Being a bottom-line-price store, it has always seemed like the logical thing to post your best price on our website along with photos and info on the car. We now feel like our competition is using our prices from our website to determine where we have certain lines priced and they are using those prices in order to one-up us with their internet pricing. We are pretty sure we want to take our pricing off our website so we can keep them guessing but we are reluctant because we know having that information posted is a big deal to most consumers. Another reason why we think it is the best route to go, is because one of the biggest online dealerships in the state ( different manufacturer ) don't price their cars on their website either. But who's to say we will see the same success.

 

     So.... What is the best solution? I know that most local dealers keep their prices posted but I would be curious to hear about any success stories on the contrary. Let me know what you guys think.

Adam Ross
Bryant - hate to be sales-y here but the answer for you just may be InstaQuote... Let's talk tomorrow if you have some time. Thanks! Adam Ross (201) 448-7253
Dan Ferguson
Bryant - we recently had a client change his pricing strategy for the same reasons you outline above...he felt as if other local dealers were using his pricing against him. He WAS listing MSRP, and then a discounted internet price. NOW he lists internet price only, and we've added graphics and buttons to the vehicle list pages and vehicle details pages that say "Call for Best Price" and a button that opens a lead generation form that says "Best Price". This is contrary to what many of us have learned over the years...but I can tell you that his conversion rate on both phone ups and e-leads went through the roof.

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