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I don't think anyone here disagrees that times have changed. What specifically do you mean when you say dealerships need to learn how to play the new game? Are you referring to pricing, whether to negotiate or not, or something else?

With your own businesses or side jobs, have you ever reduced the overall quote of a design or coding proposal? Ever lowered the quote for an estimate you gave someone body or service work? If so, why? I would bet that some of your reasons are the same reasons dealership's still negotiate.