Just because we have done something one way for years, it doesn’t mean that the old method is right for the modern times. We’ve never had hang tags on the vehicles on our showroom (I know some States mandate this, but most don’t – so play along), the thought being that this will force customers into discussions with sales staff.
Every year I always try to challenge myself to review our old processes, making sure they remain relevant. Last week we asked our sales staff for the pros and cons of showroom pricing. So far, they have presented a long list of cons, and very few pros. I counter with the fact that most customers who visit our showroom have already been on our website (where we price every vehicle).
I’m concerned that we are going to get locked into this debate from the employee point-of-view, and not spending enough time looking at this like a customer. In today’s age, customers want (and are used to) some level of transparency. If we want to do a better job of engaging with younger customers, we might need to make some changes to our process to better engage them.
What do you think, showroom pricing, or no showroom pricing?
#powersports #motorcycles #dealership #bmw #dealers #pricing #spader