To Price or Not to Price

Automotive Internet Selling

I came across a recent statistic that should help some dealers answer that question that has been around for a while. “Should I quote a price or not quote a price to internet customers?” If you read what I read last week, then you would quote a price from now until the day you decide to hang up the mouse. In 2008, TWO-THIRDS of all new car shoppers for a specific area of the country bought a different vehicle from a dealer than the one they originally inquired about. What this means is, “Don’t just quote your customers a price, quote them a stupidly low price.” You will get more traffic and will repair your new vehicle gross average on the two-thirds of the customers that you are able to work from sticker price instead of the quoted price. Now, for those customers you quoted a price to, you better have a strong F&I department that can make up some of the difference. You will be the winner in the end, and ultimately the last man standing in the internet game.