I can promise you that all your efforts, expenses to market online are mute if you reject pricing cars (as well as your life expectancy as a business), but just imagine what your customers are thinking? (God, the price must be really high because they are afraid to post a price, let me find another one online, click, click... oh look, here's another... etc). Do you guys know that about 75-80% of YOUR online shoppers do their research, compare, then show up to a dealership WITHOUT calling or sending an email first? Yup (and that number keeps going up) ! Forget planning on all those people to call to get "the price" because they won't, neither would I, and neither would you. To make my point; our prices at my dealership are crazy, we are higher in our market for most of our cars than most of our competitors (vAuto says so), BUT guess what: we put prices every where, and we sell more used cars in our market than any of the other dealers in town, mostly all year round, you can't win them all, but we try. You must give the customer what they want, or they will find it somewhere else. Sometimes we post cars online before we've had a chance to price them, and you do get calls, but that's the exception rather than the rule. Like someone said it's all going to come down to VDP views, which is a direct pipeline to your showroom activity. I can't imagine a VDP without a price, I suggest 2 of them, suggested MSRP and our Internet Price. P.S. if your guys and gals are NOT closing, don't worry about the price, it'll never matter. Invest in better people!
