1.
Should Car Dealers
Provide Up-Front Pricing
for Prospects?
Best Practice Strategies
Adam Ross, Managing Director
Infinite Prospects, Inc. - http://infiniteprospects.com (201) 448-7253
Wednesday, September 4, 13

2.
Pricing:“UP-FRONT” or “AFTER WE
SPEAK”?
Wednesday, September 4, 13

3.
While we address the pricing
question, please keep this in
mind:
• The prospects we’re talking about
here have spent significant time on
one or more websites and have
ALREADY SUBMITTED
a price request to the dealership
(they’re in your CRM tool
already).
• How are you going to engage
them & STAND OUT?
Wednesday, September 4, 13

4.
What does the customer perceive
when a dealership
DOES NOT
email up-front pricing after receiving a
price request and jumps right to the
initial phone call?
Wednesday, September 4, 13

5.
Calling Before Sending Pricing
• Mistrust, skepticism
• Adversarial Initial Call
• Are you afraid to
address pricing via
email?
• Competition can
potentially email pricing
first
• Prospect wants to
address numbers on
initial call
• “Typical dealer”
Customer Perceptions
Wednesday, September 4, 13

6.
Now, Let’s Discuss:
What happens when a dealership
DOES
email pricing up-front to the
consumer and calls after sending?
Wednesday, September 4, 13

7.
Up-Front Pricing,Then Calling
• Better chance of being
first with pricing
• Easy to do business with
• Enables you to focus on
trade and credit
• Transparent experience,
empowered, respected
• First Call discusses
everything BUT price
• Impressive, STANDOUT
Customer Perceptions
Wednesday, September 4, 13

8.
Think of the
Price Presentation as
your
ADMISSION
TICKET
to call the customer
If people don't buy without
knowing the price, then
Why delay a potential sale
by withholding information?
Wednesday, September 4, 13

9.
The Gross Profit Equation
• Trade-In
• Aftermarket/
Accessory Sales
• Extended
Warranties / Tire &
Wheel Protection
• Finance Reserve
• Stair-step bonuses
• Referrals
• Potential service
department profit
Remember:
Front-End Gross is
IMPORTANT, but it
is not the ONLY way to
monetize web shoppers
and profit on Internet-
initiated sales...
Wednesday, September 4, 13

10.
More Reasons to
Price Up-Front
1) Aren't they shopping anyway?
At least you're in the game…
"We miss 100% of the shots we
don't take" - Wayne Gretzky
2) How often does a prospect buy the
exact vehicle they inquired about?
3) Gives the consumer a positive
feeling about the dealership.
Wednesday, September 4, 13

11.
KeepYour Friends Close...
• Mystery shop your competition - are
they giving out pricing up-front?
• If yes, then you MUST to give it out
• If you got a price,
• how long did it take them to get you the
information you requested?
• What did that quote look like?
• If you never got a price, then you
have an opportunity to get ahead of
everyone!
Wednesday, September 4, 13

12.
Learn More byVisiting
http://infiniteprospects.com
http://www.facebook.com/infiniteprospectsinc
http://twitter.com/inf_prospects
or call (201) 448-7253
ThankYou!
Wednesday, September 4, 13