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Rafi Hamid AutoExecutive

Rafi Hamid AutoExecutive President-CEO

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 There’s been a real struggle over the last few years with online pricing.  Many dealers want to avoid listing prices for a number of reasons.  Competition is able to see your low rates and undercut you, it removes the bargaining that some dealers have grown accustomed to and many dealers fear that if a client doesn’t like their price, they’ll go elsewhere right away.

Some of these items may indeed be legitimate, however, there’s more to selling cars than bottom lines.  Dealers should not be afraid to provide Internet pricing on their inventory; the important thing is to make sure customers get what they need and feel secure on your site and in your dealership.  Transparency builds trust and trust can go a long way. 

Your Internet pricing and your lot pricing do not have to differ.  Online specials should be lot specials, online pricing-lot pricing.  The important thing is that your customers are able to see what they’re working with.

In this economy, car buyers are more careful now than ever before.  It’s important to them to budget accordingly and know the facts.  It won’t help your dealership to withhold pricing or skimp out on facts and details.  Customers not only need the pricing information up front, but they also need all the reasons a new car makes sense for them. 

Be sure to keep the consumer informed.  If you don’t, someone else will.  It’s infinitely better to keep users on your site because of your good information than to lose users immediately because they’re interested in costs and monthly payments. 

Give the people what they want!

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