You adapt your online shopping experience to better serve today’s consumer, but when they arrive at your showroom, they enter an arm wrestling match—and often feel defeated afterwards.

Dealers have finally begun transforming their online efforts to create a more seamless path to purchase. You should now begin doing the same thing for your showroom using one-price selling.

Currently, sales people are left to figure out how much they should give away on a deal. This process turns what should be a fun, car-buying experience into a battle in which the consumer often questions whether or not they got a good deal.

By implementing a one-price selling model, dealerships negotiate the lowest price they’d sell for before the customer comes in. Vehicles are priced with the fair amount, and no negotiating is involved. This saves both consumers and sales advisers a great deal of time. Consumers are free to walk through the dealership and make a decision based on the true price of the car.

When using a one-price strategy, you should always explain your way of doing business. Simply state that cars are priced based on equipment, age, etc., and the price has already been negotiated to provide them with the best possible rate. Pricing your vehicles with the true cost will also allow consumers to fill out more paperwork online, as opposed to using payment calculators with inaccurate price points.

Another benefit of a one-price selling strategy is to attract new talent. Many people, especially recent college graduates, would prefer a salary with bonuses rather than a percentage of their sales.

The hassle of the traditional sales model will not be tolerated by today’s consumers, making now the time to switch to a one-price strategy.

For more on your one-price strategy, tune into Auto Marketing Now for Brian Pasch’s exclusive sessions with Alan Krutsch.

About the Author

PCG Digital Marketing is an award winning digital agency headquartered in Eatontown, NJ. We help our clients get found online through innovative search, social and online advertising campaigns.