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If you do enough research with your prices you can feel confident that your prices are the best.  When people call you say "we spend a lot of time researching the market and this car is in excellent condition with maintenance records but I can honor the $100 off coupon on the website.  If you did it right than you will get a lead from your coupon pop up or whatever you use.  This worked great for us.  Our used car manager bought the cars right and spent a great amount of time researching the market on autotrader.com, Cars.com etc....I would sell about 18 to 20 used cars a month from that method and it was very easy. 


Think as a buyer....You are going to first try to find the exact car you want and then call.  Have you tried to buy a car through autotrader lately?  You get a lot of "sorry it's sold".  Now you get a little anxious and you start calling on your second and third favorite colors and willing to pay a little more.  Go ahead pic a car and start calling around trying to buy it. 


We made about $2000 to $3500 a car on the front.  If we didn't buy the car right we weren't scared to price it out at $1000 $1500 over cost.  Too many dealers set up in the DMS to price every car at $2500 to $3000 over cost.  Thats stupid and lazy!