Training is the foundation for a business's success. Why settle for mediocrity when you can strive for greatness? Finding ways to step up your game can be difficult, but ongoing coaching makes the process seem effortless. 

What does practical coaching look like? What are the critical components needed to produce maximum results?

Team Training

Training your team seems like the obvious answer when looking for ways to improve, but knowing what type will benefit your team can be confusing. Training doesn’t have to be only at the beginning of a career. Many often benefit from recurring training to gain and retain important information. This is why the British often refer to “football practice” as “training.” 

Looking at it as an easy way to benefit your team in the future already puts you a step ahead. As for knowing how to train and what to train, that’s where a training partner comes in!

Through active coaching, your team will receive constant feedback from specialists’ observations. This insight is invaluable as it provides consistent insight into their actual interactions that will apply to other real-world scenarios. 

The Benefit of Real-World Coaching

Only so much training can be done before you have to be thrown into the problems of the real world. When real-world issues arise, there are two ways to handle them. You either learn to think on your feet and succeed, or you miss the mark completely. In life, there’s often no in-between… 

With real-world coaching, the options are limitless. You no longer have to fear the industry's challenges because you’re prepared. Real-world coaching ensures the following:

1. Any new “issue” (opportunity) will be made into a coachable moment

2. Team members are constantly aware of new updates 

3. With increased skills, opportunities multiply

Know the Script, No Opportunities Missed

The last puzzle piece is having a readily available and functional script. Some may think a script can seem restrictive, but that’s not the case when it’s used as a tool to build and maintain excellence. 

The script aims to make each interaction experience more enjoyable for both parties. Having a solid script in place would do this by:

1. Creating a distinct purpose for interactions. Today’s new currency is time, and no one wants their time wasted on worthless chatter. A script eliminates that trivial part of the conversation and leads directly to critical information. 

2. Providing a backup plan for less comfortable team members. Not everyone naturally feels comfortable speaking to people. Without a script, this can have a harmful impact on interactions. However, a script would allow these team members to fall back on something in times of need, helping them improve their effectiveness in the process. 

3. Improves conversational skills. While people are getting comfortable with the script, their conversational skills are being improved without a second thought. Before they realize it, they’ll develop their monologue that will be just as efficient as the script they started with. 

4. Directly relating to real-world scenarios. The beauty of a script is that it applies to real scenarios that team members will encounter. It’s not only applicable to build comfort, but it’s also beneficial when you encounter specific scenarios. 

5. Improving customer experience overall. Scripts lead to improved team members. These people get people “in the door,” so you want them to be confident in their work. Part of that is the resources they’re given being beneficial to them in the long run. Scripts do precisely that by improving the skills that lead to appointments being made. 

Accountability

All of these are incentives to hold your team members accountable for improving. Accountability is the first step to improvement. With constant, beneficial training, your business will achieve excellence. 

The days of selling at or above MSRP are numbered. What once seemed like an industry standard is now as antiquated as dial-up internet. Dealerships banking on extracting top dollar while delivering subpar service are finding their approach increasingly untenable.

Today's consumers aren't merely purchasing a vehicle; they're investing in an entire experience. And they have an abundance of options. While paying full MSRP might be justifiable if the service mirrored the luxury and attentiveness of a five-star hotel, the reality often resembles a fast-food drive-thru. As inventories swell on dealership lots, the pressure intensifies for them to reassess their pricing strategies and customer engagement.

Furthermore, selling vehicles above MSRP may yield immediate profits, but it sets the stage for long-term issues, particularly negative equity. This financial burden becomes glaringly evident when customers return to the market. Shackled by loans exceeding their vehicle's value, they face daunting obstacles in purchasing anew without carrying over substantial negative equity. Such predicaments not only strain customer finances but also corrode brand loyalty, a cornerstone of the automotive industry. Who would willingly subject themselves to repeated financial disadvantage?

The risks are palpable. A customer embittered by negative equity is a customer lost, potentially for life. The automotive sales landscape is undergoing a seismic shift, and dealerships steadfastly clinging to outdated practices are in for a rude awakening. It's a rollercoaster ride they won't enjoy.

Let's be clear: relying on cash for clunkers is not an option this time around. As inventory levels normalize and consumer expectations for value soar, the days of inflating prices are numbered.

Dealerships must confront a critical question: Is the fleeting allure of sticking to full MSRP worth the enduring peril of forfeiting customer trust and loyalty? And perhaps more crucially, is this the legacy they wish to leave behind in an industry ripe for transformation?

Dealership leaders stand at a crossroads today. Many of them are asking, “How can I increase car sales at my dealership?” Yet, it’s not a question born out of incompetence or inability to sell. It’s a recognition that the market has shifted, and with it, the expectations of the consumers has evolved. 

Today, we’re dissecting modern car sales strategies and illuminating more actionable approaches to help you revive your sales numbers. From the initial phone greeting to closing the deal, every interaction is an opportunity for your dealership—and we’re here to help you seize it.

UNDERSTANDING MODERN CUSTOMER NEEDS

The subtle art of empathy has never been more important than it is today. Modern customers are not merely observers but informed participants in the sales journey. They come armed with research, expectations, and a clear vision of what they want. 

The initial challenge is for you to re-focus on their perspective. You need to comprehend their needs, anticipate their concerns, and gently correct their misconceptions. Instead of acting like a typical salesperson, you must take on the role of an earnest guide helping them down a path that feels personalized and honest.

Empathy also helps your sales team uncover customer concerns, including issues they might have kept to themselves because they felt unheard. As auto industry publication CBT News writes, “Empathetic salespe­ople are skilled at de­vising tailored solutions perfectly suite­d to resolve their clients’ problems.”

Your goal should be to create a space where customers feel heard, understood, and prioritized. Start there, and you’ll quickly find one-time buyers turning into lifelong customers.

HARNESSING A CONTINUOUSLY IMPROVING SALES ENGINE

If you’ve ever asked, “How can I increase car sales at my dealership?”, you might be working with sales agents who are struggling to grow on their own. So, let’s be real for a minute: a stagnant sales team is a sinking ship. That said, don’t be fooled by fake sales gurus and fire-and-forget solutions—one-time workshops or yearly seminars simply can’t bail you out in the long term. You need a relentless, ever-churning engine of continuous training to propel the vessel forward. 

Continuous improvement isn’t just a box to tick. It’s a serious commitment to regular reviews, feedback sessions, coaching, and real-world exercises. It means embracing tools like mystery shops and motivational incentives. But with personalized active coaching, your team can move beyond generic, one-size-fits-all advice and into the realm of practical, self-sustaining tactics. 

But even with consistent training, you can’t keep tabs on your team’s development without meticulous session notes and progress tracking. Active, dynamic updates are nearly as important as the coaching sessions themselves, and closely monitoring your individual sales agents’ progress will help you better understand where they can improve. 

MYSTERY SHOPPING FOR UNBIASED INSIGHTS

Picture this: a customer submits their information on your dealership’s website, gets a call from your sales team, receives a follow-up email, and then never contacts your business again. What just happened in that buyer’s journey? What worked, and what didn’t? Mystery shopping would give you the answers to those questions—and so much more.

It’s no secret that numbers can lie; whether it’s an inconsistent CRM, a shared spreadsheet, or even individual sales agent reports, the only surefire way to get an honest look at your performance is with outside help. A company that isn’t connected to your business can tell you where each agent needs to improve, how your website feels to use, and even whether your internal numbers match up with their testing. 

With Phone Ninjas, mystery shopping isn’t a way for us to critique your business. It’s a constructive journey we take together toward growth and a better bottom line. Our mystery shopping services are built into our coaching methodology, allowing us to incorporate unbiased and data-driven strategies into individual sessions for maximum results. We dive deep, ensuring your agents understand and implement feedback in future interactions—a proven recipe for continuous improvement.

THE PATH FORWARD TO INCREASING CAR SALES

Empathy, continuous improvement, and reliable feedback… these are just some of the tools you’ll need to face the shifting car sales market of tomorrow. But the good news is that you don’t have to walk that path alone. 

Enter Phone Ninjas, your ally in this evolution toward revitalizing your team’s sales tactics. From mystery shopping to continuous, active coaching, we provide ongoing training services to help every sales agent reach their full potential. 

So, the next time you ponder, “How can I increase car sales at my dealership?”, think about partnering up with Phone Ninjas, the new game changer in car phone sales training. We can empower your sales team to adapt to changing consumer demands using bite-sized, 20-minute coaching sessions personalized for each individual.

Ready to transform your dealership sales numbers? Reach out to Phone Ninjas today.

In today's competitive automotive industry, staying ahead of the curve is crucial for dealerships to thrive. One way to achieve this is through a comprehensive training program that empowers your Sales Consultants and BD Agents to excel in their roles. Here are the top four ways Onsite & Virtual Dealership Training will help your dealership excel.

1. Enhanced Sales Skills

Onsite & Virtual Dealership Training offers your Sales Consultants the opportunity to fine-tune their sales skills and techniques. Through a blend of in-person sessions and virtual modules, tailored to address the specific needs of your dealership, Sales Consultants can learn how to build rapport with customers, overcome objections, and set proper appointments that show and buy effectively. These training methods offer the best of both worlds, allowing for face-to-face interactions and the flexibility of online learning, fostering active engagement with interactive virtual exercises.

2. Improved Customer Experience

In today's digital age, customers expect a seamless and personalized experience. Onsite & Virtual Dealership Training equips your employees with the skills to provide exceptional customer service. Role-playing scenarios and virtual simulations allow Sales Consultants to practice handling various customer interactions and queries, ensuring they are well-prepared to meet customer needs. As a result, your dealership can deliver a consistent and exceptional customer experience, leading to increased customer loyalty and positive word-of-mouth referrals.

3. Cost and Time Efficiency

Combining Onsite & Virtual Dealership Training methods offers cost and time efficiency for your dealership. While traditional training methods may involve costly offsite workshops and travel expenses, onsite training can minimize these expenditures. Additionally, virtual training sessions can be scheduled flexibly, allowing employees to participate without disrupting their daily responsibilities, ultimately saving time and ensuring maximum productivity.

4. Competitive Advantage

A dealership that invests in the professional development of its Sales Consultants and BD Agents gains a competitive edge in the market. With a well-trained and motivated team, your dealership is better equipped to meet customer needs, close deals efficiently, and outperform competitors. As the reputation of your dealership improves, so does your ability to attract top talent, further reinforcing your position as a leader in the automotive industry.

Combining the power of Onsite & Virtual Dealership Training is a winning formula for automotive businesses looking to elevate their performance and achieve lasting success. By empowering your Sales Consultants and BD Agents with enhanced skills, up-to-date product knowledge, and improved customer service, you create a solid foundation for growth and profitability. Embrace the synergy of Onsite & Virtual Training today, and witness the positive impact it brings to your dealership's bottom line and reputation in the market.

Sign-up today! 

Dealership Sales Coaching is a game-changing approach to training that equips your Sales Consultants and BD Agents with the skills and knowledge needed to excel in phone interactions with customers. By providing continuous and personalized coaching, your team will be prepared to handle a variety of scenarios, resulting in improved performance and increased appointment set rates. In this article, we will explore the key benefits of Dealership Sales Coaching and how it can transform your dealership’s sales outcomes.

Individualized Training for Enhanced Skills

Dealership Sales Coaching goes beyond mere instruction and offers a comprehensive teaching method tailored to each team member’s needs. Rather than employing a one-size-fits-all approach, this coaching technique focuses on improving individual skill sets. By honing their knowledge, skills, consistency, and confidence, your team will become proficient in handling inbound and outbound calls, objection handling, and situational scenarios.

Progressive and Impactful Training

The training provided through Dealership Sales Coaching is designed to deliver high-impact and sustainable results. Beginning with basic phone skills, the program progressively advances to more advanced situational objection-handling scenarios. By breaking down the training into bite-sized pieces, your team can easily implement and integrate the new skills into their daily interactions, leading to immediate improvements in customer engagement and conversion rates in all customer-facing interactions.

Impressive Results and Timelines

Without proper training or coaching, dealerships typically achieve a modest 20% appointment set rate. However, with the implementation of Phone Ninjas coaching, the average appointment set rate soars to an impressive 60%. In fact, the most engaged dealerships have seen appointment set rates reach an astounding 87%. These remarkable outcomes are a testament to the effectiveness of Dealership Sales Coaching.

Key Factors for Success

Dealerships that achieve exceptional results with Dealership Sales Coaching consistently adhere to three fundamental principles. First, buy-in from the top is crucial, as leadership support fosters a culture of continuous improvement and encourages staff engagement. Second, coaching sessions are viewed by staff within 48 hours of the call, ensuring that the insights gained are still fresh in their minds. Finally, maintaining certification is essential; staff members who consistently uphold their certification demonstrate a higher level of expertise and deliver superior customer experiences.

In closing, if you want to take your dealership’s sales to new heights, Dealership Sales Coaching is the solution you’ve been looking for. By investing in individualized training, progressive learning modules, and ongoing support, you can empower your team to handle any customer interaction with confidence and expertise. With improved appointment set rates and customer satisfaction, your dealership will thrive in a highly competitive market. Visit the Phone Ninjas website to learn more about how Dealership Sales Coaching can revolutionize your dealership’s sales performance and drive long-term success.

Claim your complimentary Dealership Mystery Shop

We’ve all come across the “just looking” tire kicker that hits our lot on a sunny Saturday afternoon or the one calling around every dealership for a deal but won’t disclose their timeframe to buy. They have what feels like a million questions or no questions at all, they want to drive your entire inventory, or they just want to peek into a window or two and not be bothered. Each person is different regarding their purchasing process and prowess and how they warm up to a sales professional.

While some customers’ processes are cut and dry, others seemingly have their sales associates jump through six flaming hoops before they decide to purchase. Regardless of the nature of the customer, the sales associate should be working to perfect their craft with each experience they encounter.

Effective sales associates are efficient in each process that they complete. Over the phone (if they take phone ups), they are communicative and lead the customer through the call to an appointment. When working with a customer in the showroom, it’s the same. We work to keep clear and concise communication happening throughout the customer’s time at the dealership, which we anticipate leading to a sale. *always assume the close*

The question is, how does this happen? Through trial and error, we find what works and what doesn’t work in the communication process with our customers. Efficient sales associates are taking note of their interactions with customers, training from management or consultants, and evolving as they grow. They are consistently working on themselves, which in turn creates more opportunities and, of course, that statistically creates more sales.

Occasionally, when a new process is implemented on a sales floor, it can create a stumbling moment for everyone involved. However, great associates will strategize on how to overcome the hurdle and make it work because, as we know, most new processes are set in place to benefit the group, not hinder them. If the new process has multiple steps, superior associates will work on what is easy and then focus on one trouble spot at a time. It’s not about making it perfect right away either. Make the process whole by completing the steps mechanically and then it will become more natural as the “process” develops into a habit.

Just like practicing the piano, if you practice every day, you don’t lose the skill, you develop into a great player. If you do not practice the piano every day, what you learned while playing during your initial training will most likely fade away in the back of your brain with the algebra formulas you never use from high school. Skills used, practiced, and perfected on a regular basis will become habit. Skills that are not practiced or cultivated will never truly be a skill or a benefit to the person they were initially taught to.

So, what does this have to do with shoppers and buyers? If we do not work to utilize our skills with EVERY customer we encounter, whether we think they are buying or not, we will never know. We need to continue to work every opportunity with the intention of completing the process from start to finish with them. Keep working through the process and focusing on the sticking points to provide excellent customer service to each customer that we come across. If we broom the “tire kicker” they very well may go to our competitor based on their initial experience with our dealership. Take advantage of every experience and make the most of it. It will pay off in the long run. 

There is nothing better than a well-oiled machine when it comes to working efficiency. On a dealership level, by that, I mean - everyone has a set of specific tasks, they focus on completing while co-workers perform separate/similar work for the greater good as well. In theory, this is the way a great business operates and succeeds. But is that truly the case when it comes to phone etiquette and process at a car dealership? I say not.

Each customer interaction on the phone can make or break whether we continue to see business transactions at our dealership. While a seasoned BDC rep should move a customer through a call comfortably because that is what they do all day, there is no reason that a sales rep or service advisor cannot do the same thing. A superior dealership will have a specific standard of decorum when it comes to how a customer is worked with over the phone. When a unified front is presented and expected, the level of professionalism expected also falls right into place and rises, for that matter.

This starts with reception and moves right down the line. We have all heard the green salesperson/advisor hop on the phone and completely mangle a call, which will happen occasionally. But what if we include that in the training process from day one and give them a set of tools to utilize and practice, so those failure statistics are much less? We would all succeed.

There should be no difference in how a BDC rep and floor rep handle a call, as the phone is merely an extension of the dealership experience. We should be creating a unified front and experience, as the first impression can make or break whether we ever see a customer set foot in our store. We have all heard that seasoned “vets” have their own way of doing things because it works for them; however, there is NEVER anything wrong with working to improve upon a process – especially if it’s needed.

Lest not forget that the process put in place should be practiced in an ongoing manner and perfected. We cannot have a process in place and then it not be used. We should be working to have all staff up to speed and proficient in their phone etiquette skills ASAP as again, that first impression can make or break a deal. There are a lot of places these days that forget that a team of people all working together for a common goal will always move more efficiently than a group of people moving in opposite directions. Keeping that team aspect in play and holding the line when it comes to a customer service standard not only keeps current business but will also attract new business.

There will always be an imperfect call experience, however, if we’re not working on learning from it and improving then we’re failing ourselves and our customers. Let’s keep working on improving ourselves even if it’s 1% better every day, regardless of the staff position. Then we are making progress and making money. 

Over the past few years, managers have been working to turn every stone in the dealership regarding opportunities. One phenomenal idea created is called an “upgrade” or “exchange” program. If you’re not up to speed, a sales associate spends time in the service lane, and their job is to speak to potential service customers and work to convert that customer to a new vehicle sale AND retain a trade from the transaction. There are many benefits to working with a client this way and generating a lead in this manner; the biggest advantage is that the customer and the vehicle are in the building without having to set an appointment for a sales pitch. The second benefit is that they’re NOT in the market, so they’re not shopping you.

When working their leads correctly, a vehicle exchange specialist [VES] should be able to determine which customers are in the correct position to present an opportunity. Depending on whether the customer is coming due on a lease, they have never been in for service before, or their vehicle is on its last leg, there are plenty of scenarios to work with daily. They should be working to create a comfortable relationship with the service customers in the waiting lounge, and they should also create a good relationship with the service advisors. This is crucial because when the departments cohesively work together, the customer wins every time.

Communication between the departments and the efficiency of how details are processed should be quicker. The used car manager should have an even better idea of trade value when the vehicle is in for service since they’re essentially getting a free multipoint before having to put a number on the car. Having one person to assist both departments and the customer is always a great way to ensure all necessary details are handled, and the customer has a reference point throughout the process. Even if the customer doesn’t plan to purchase right away, if their experience in service was good, they are likely to return to that sales department and their VES before going anywhere else.

It really all comes down to excellent customer service and making the dealership look like a cohesive team instead of separate departments. With that being said, can a VES be a detriment? The answer to this is - if they are not up to speed on what vehicles and customers are appropriate to present to and their communication between both departments is poor - then yes. A VES needs to be able to communicate with service advisors, managers, and customers during the entire process. If they cannot communicate with all of those parties from the start of the process, then they are not the right person for the job. A skilled VES can never be a poor asset to either department or its customers.  

The department-to-department handoff at a dealership is something that can be overlooked during the sales process. However, it’s a crucial step to creating a stronger bond between the dealership and the customer as a whole. Hearing, “I’ll buy a car from you, but I’ll never service my car here,” is something that should not be coming out of a customer’s mouth during the sales process. While that statement is heard often, it’s also the same in service but about buying the vehicle!

While both departments operate separately, the end game for the organization as a whole is to have both departments serve their entire customer base holistically. So how does that happen, and how can dealership staff ensure that it happens more often than not?

Sales needs to make an effort to introduce their customer, whether their customer is purchasing a new or a pre-owned vehicle. This is sometimes a policy put in place by management, which is a great way to go about it. However, what should happen is that sales and service understand each other and respect each other’s position within the company. When that happens, you get a sincere handoff from sales to their favorite service advisor for the customer’s benefit, and that advisor receives this customer with open arms. When there is a palpable positive relationship between sales and service, they are also strengthening a trusting relationship with their customer. This works 10-fold when the customer and sales associate have a great rapport. However even if the salesperson and customer don’t see eye to eye 100% of the time, the professional manner of the sales associate should still shine through to create a good relationship with the advisor as well.

A good salesperson will keep up with their customer after the sale, to the point that a few years down the road, if the customer needs something in service, the salesperson should have no issues saying, I’ve got a guy for you to see that will help you in any way they can. This kind of relationship creates longevity in a direct customer relationship with the store. Then the advisor needs to take that ball and run with it. Sometimes it takes both the advisor and salesperson to work together to determine what is best for the customer based on the condition of their vehicle and present this neutrally and factually to the customer. This allows them to make a decision based on their own circumstances and with all of the proper information they need to do it.

We seem to forget between departments that it’s about the business as a whole, not just one department or the other. So, when departments collaborate to create the best CUSTOMER SERVICE experience possible for each and every customer, there can be no losers. Some jobs in the shop will be sold, for others, their vehicles will be traded, and a sales transaction will occur instead. The advisors need to remember that the potential job has a high likelihood of coming back through the shop during recon and that customer will be back with their newer vehicle as well. Sales is the same way; some jobs in the shop will not be “big” enough to produce a sale, however when the customer is presented with their options properly, and communication is accurate across the board, the customer is very likely to come back and purchase from them in the future.

A team effort will always rule over individual departments running their own show. If we can remember that and work together, we cannot lose! 

I remember it like it was yesterday, the first time a car was discounted to make a deal. It was 1932, in Midtown Manhattan, New York City. Big Red Ewing accepted $1,450 “out the door” for a brand new 1933 Studebaker Dictator that stickered for $1,466 Plus TTL. Now, whether or not that’s true, I cannot say. But I’m sure it went down just like that.

Let me start by saying I’ve never charged sticker for a car. I’ve never (not) offered a courtesy discount right out of the gate. I also never packed a payment or presold F&I products. I believe every part of a deal stands on its own merits. Front, back, products, etc. It’s also the LEGAL way to do it.

So, when I say we need to stay at MSRP, I mean it. There are innumerable reasons why and I’ll touch on some of them. But whether I’m buying a shirt, a watch, or a tank of gas, There’s no negotiation. Here’s a fun exercise, try offering the waiter $35 for a $50 steak and see what he says. The back-and-forth bickering seems to be most enjoyed by those individuals that don’t value their own time or that of their “adversary.”

Discounting is easy, it’s too easy. It’s impersonal and doesn’t allow for the product/service/salesman to stand on their own merits. It creates an excuse for buying rather than a reason. Let me say that again, it creates an excuse for buying rather than a reason. If there’s not enough profit in a deal then you simply cannot afford to take care of your customer the way they’ve become accustomed to or the way you’d like. Plus, only the most skilled sales pros avoid discounts today, right? *Tongue in cheek

If you were on trial for murder, would you go with the best attorney or the cheapest? If you were having open-heart surgery, would you go with the best surgeon or the lowest-priced?

Price negotiation is the most difficult piece for sales professionals (and customers) to grasp. Whether it’s on the phone, in person, or online. We’ve all wanted to get that part of the deal over with as soon as possible. What’s worse, the customer is absolutely deplorable at this piece and usually resorts to lying in order to avoid substantiating their price position. Over allows, under allows, etc. are all just mathematical trickery. Any dealers (all dealers) using valuation tools in a dealer group know exactly what I’m talking about. “XYZ Dealer told me they’d give me $20,000” when in fact we can see they only ACV’d it at $18,000…

Look, I’ve read, watched, and listened to all the “gurus” in the auto vendor space, and after I’m done laughing my a$$ off it all boils down to the exact same things when discussing “how” to hold gross and avoid discounts… “you need to build value” and “you need to differentiate yourself” and “you need to sell yourself” blah blah blah. This is something we actually are all in together and the fact of the matter is this: if you build tremendous value in your car and really do a heck of a job selling me on it but I can save $500 down the street at Down The Road Motors, guess what? I’m going there… $500 is $500. It’s not personal, it’s strictly business. You just wasted all of your time closing me for the other guy. And that’s exactly how customers work. If they “say” they have a better deal but can’t prove it, substantiate it and we all know MSRP is MSRP then we have to be willing to walk away.

Rebates, subvented rates, dealer cash, stair steps, etc. are all a form of discounts and thus should be switched to front margin gross and left as is indefinitely. “One Price” is still a discount unless that one price is the one printed on the window sticker.

Don’t mistake what I’m saying, I don’t agree with “Market Condition” addendums or “Protection Package” addendums to artificially increase the price either. Those are just a marginally legal way of product packing and I think it’s ridiculous.

We need to give honest feedback to the manufacturers – they need to produce better inventory and we need to order better inventory. Honest trade values are no longer a wildcard as we have valuation tools that literally do our jobs for us which makes used car prices as easy as new car prices.

I remember the days of faxing in the week’s numbers to my manufacturer rep and always lowballing them (like all of us did) because we thought if they didn’t know we had 100 ups that week and 200 phone calls we’d get better and more aggressive incentives. The real issue is that was no different than “fudging” the ad source in CRM. How do we know where to spend more if the information is inaccurate? We’re only hurting ourselves.

Jewelry has, on average, a 300% markup. Furniture, mattresses, carpet, appliances, etc. all have more margin as a percentage of sales price than cars do. I wish cars did have more because I’d proudly drive a $20,000 Yugo! We’re selling the second largest purchase 80% of Americans will make and operate with the same percentage margin as a loaf of bread. Discounts are unnecessary, discounts are for the weak and discounts need to never rear their ugly head again.

Do you agree or disagree?