Looking at these prices, I don't price them myself but we don't use any pricing tools yet* For now I'll assume they use typical books. Used cars are being priced sometimes at the exact KBB.com/NADA.com price or above it. I kind of see this a problem as consumers can easily look up the price and see there's really no deal on it.. What do you all think? Our used car business isn't what it should be, and comments, photos, feature highlights, videos aren't making an impact.. ps. my marketing is hitting every site and every way possible to get shoppers looking, so that's not the issue.
So are we buying the wrong cars for the market (no market research), or are the prices wrong (no pricing research). This is something I want to figure out so I can get on the right path and narrow down the problems. Do we need research and pricing tools? I'd imagine we do, but just want to see what every one is doing?
Also for a long time now I've been trying to do sale prices for used cars. So compare at: $29,393 Discounted Price: $27,482, but I'm not sure how it will work? Do you raise the price then lower it, but then you're overpricing it and consumers can see that in their online pricing sites. Or do you actually put a deal on the car and since you took it in much lower? Managers don't seem understand the idea, and I can see that it would effect salespeople's commissions.. But just doing a set price gives the customer no perception/interest of getting a deal, to get them in the door.
So are we buying the wrong cars for the market (no market research), or are the prices wrong (no pricing research). This is something I want to figure out so I can get on the right path and narrow down the problems. Do we need research and pricing tools? I'd imagine we do, but just want to see what every one is doing?
Also for a long time now I've been trying to do sale prices for used cars. So compare at: $29,393 Discounted Price: $27,482, but I'm not sure how it will work? Do you raise the price then lower it, but then you're overpricing it and consumers can see that in their online pricing sites. Or do you actually put a deal on the car and since you took it in much lower? Managers don't seem understand the idea, and I can see that it would effect salespeople's commissions.. But just doing a set price gives the customer no perception/interest of getting a deal, to get them in the door.