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I've seen this here in Canada as well. We have a few different programs, but I worked with a dealer who loved Car Cost Canada leads.They averaged higher gross on those leads than any other lead. How? They played honesty with the customer. They approached it as a two-way street and they said, "In order to pay everything on this end, here's what we need to make" and it was reasonable. The customers came in knowing the dealership had to make some profit and it stopped them from offering below cost.That said, this dealership had fairly competitive pricing in general so that may be why their other gross ended up lower, but it was an interesting experience. On the website front they almost went down the road of integrating Car Cost Canada pricing into the website.
I've seen this here in Canada as well. We have a few different programs, but I worked with a dealer who loved Car Cost Canada leads.
They averaged higher gross on those leads than any other lead. How? They played honesty with the customer. They approached it as a two-way street and they said, "In order to pay everything on this end, here's what we need to make" and it was reasonable. The customers came in knowing the dealership had to make some profit and it stopped them from offering below cost.
That said, this dealership had fairly competitive pricing in general so that may be why their other gross ended up lower, but it was an interesting experience. On the website front they almost went down the road of integrating Car Cost Canada pricing into the website.
