The best way to do things is to actually price your inventory. Consumers have done a lot of research before visiting you or your website; they know what the price is, so you should accommodate them as the rest of the Internet does. Yes, a consumer is conditioned to expect a price without having to ask for it, and they're conditioned to seeing a price lower than MSRP.
Think about your own Internet browsing/research/shopping habits. What do you do when you see MSRP at a retail website?
We are doing it all wrong in automotive. We pay our Internet staff to work leads and acquire as many leads as possible, which constitutes a minor consumer channel. It is because Internet manager are good at working their payplans that makes this a "bigger" channel than it should be. Dealers still want to live in the "good ole' days" when consumers didn't have any true buying knowledge and dealers could walk all over them. Fucking A' people, that world doesn't exist, but we're all doing our best to live in it.
Dealership models need to change, who we hire needs to change, who we keep needs to change, and how we pay people needs to change. I know you're asking about a single "Get ePrice" form and I say that is a legacy gimmick of an old model that just won't die. There are two reasons why you're using Get ePrice on your website:
1. You're not aggressively pricing each and every new car because you're still paid by the lead or "too busy."
2. You're not in charge, so you're just working your payplan.
