This is my first post here, so hello to one and all.  I've mostly been reading and getting a feel for the conversations that take place here.  But I found a post from a message board the other day about lead response and pricing that needs to be read.  (Before you ask, no, I am not selling anything related to lead response or pricing)

The author of this post wanted a custom BMW and couldn't shop locally.  So he sent information requests to over 30 dealers and documented everything of the experience.  You'll find insights on pricing, lead response and the necessity of giving information up front. 

The article is here.  I don't want to post anything specific about a dealership.  However this information is available to anyone online that finds it, so it should be seen here. 

The part of this that really stands out to me (as a marketer) is that not one of these dealerships attempted to differentiate themselves with their initial communication.  In marketing 101 years ago, my professors would speak about a USP (unique selling proposition), which is essentially telling why people should buy from them instead of the competition.  Even the responses that the author liked did not seem to have a USP whatsoever... Hundreds of thousands spent in advertising and training and this very key aspect to your sales and marketing strategy is nowhere to be found.  The author wasn't even looking for that, he was just happy when the dealership responded, had a decent price and didn't try any underhanded tactics. 

Now is where a lot of the posts I see here usually have a "call to action" or say "buy my product", since I'm not selling anything here, I'll just advise everyone to look at their website, pricing and lead response system from the perspective of this author and the thousands out there just like them. 
Would he have purchased from you?