STOP giving away all of your profit to on-line customers
How many times have you preached to your salespeople to build value in a vehicle before talking about price. Simply, if a customer knows the exact details and features of a vehicle, they will perceive a higher value for the vehicle.
Salespeople are taught from the beginning to walk around vehicles with the customer and talk about features and benefits, so why are so many dealers not using this simple technique for their on-line shoppers?
The majority of third party dealer websites displays a fraction of the vehicles options and features,...
