Reply to thread

Ed Brooks is wrong on this.  Our profit IS VERY important to consumers.  Yes, we always need to be better negotiators. 

BTW, Road to the Sale is a generic term.  There are many ways to approach that, some more artful than others.  If consumers don't have to "fight" for their deal, their perception is they left money on the table.  That hasn't changed.  There will always be a percentage who will lay down for a first price/One Price.  There aren't enough of them to make it a viable business model.  Trying to sell cars based on how consumers answer survey questions has been a fool's game for decades.

Like I said previously, "If transparency is the answer, post your triple net cost and your margin separately and see if that "works."  You need people to "pay too much" so others can "pay too little."  That's where gross profit averages come into play with market share.  By giving away margin out of fear of asking for it, and letting the cheap deals go for ideological reasons, you can't make it up on volume.