We simply sell again. The internet will not sell for us. If we let the internet market do our selling we will continue to drive the margin down until there isn’t any profit left. We will build value in your dealership, your product and your sales staff then discuss price.

 The internet customer is currently free to browse as they please, shopping price after price. NO ONE is selling to this market! Imagine a customer phones in and asked for price and your new salesman gives it to them and nothing more. We would explain to that salesman that without building value in the vehicle, the dealership, and service we should never price a car. Furthermore, the phone is to be used to set appointments, not sell the car or price it.

Why do we not use that same process with our internet customers?

Converting those customers into floor traffic by building value in  your dealership and product without ever disclosing price is the key.