http://staging.dalepollak.com/2009/11/30/question-ben-ourisman/ Used Car Market - A Guide for Success Tue, 31 Jan 2012 22:33:02 -0600 http://wordpress.org/?v=2.8.6 hourly 1 http://staging.dalepollak.com/2009/11/30/question-ben-ourisman/comment-page-1/#comment-12381 bill krouse Mon, 30 Nov 2009 21:03:04 +0000 http://www.dalepollak.com/?p=474#comment-12381 Ben-I suggest you review your autotrader.com "scorecard" with all your managers so they "get" the relationship betweeen SRPI's and DVP's and lot traffic. Also review your call tracking reports either from your CRM or directly from the AT and cars.com reports and play some of the recorded calls. These exercises will dispell any miths about where your used car traffic is coming from. As for new cars I can tell you that I have been a proponent of transparent pricing for both used and new cars in a highly competitive metro market-the Nation's 14th largest-very successfully for the past 17 years. The "metrics" for new car pricing require more homework because there is presently no vAuto application that gets you the data, however the principles of supply and demand, inventory age, color, specific trim or hard to get equiptment packages, rebates, factory dealer and stair-step cash along with shopping the competition-all the same factors that your managers currently use to gauge what is an acceptable "offer"-go into determining the "real time market price" for a new vehicle. The biggest challenge to total dealerhship "transparent" pricing-which is what negotiation-free selling is all about- is the required cultural leadership tranformation of your managers from being "hammers" to "resources" and "coaches". If you would like to talk more Dale can get you my contact information. You are on the right track-stay the course! Ben-I suggest you review your autotrader.com “scorecard” with all your managers so they “get” the relationship betweeen SRPI’s and DVP’s and lot traffic. Also review your call tracking reports either from your CRM or directly from the AT and cars.com reports and play some of the recorded calls. These exercises will dispell any miths about where your used car traffic is coming from. As for new cars I can tell you that I have been a proponent of transparent pricing for both used and new cars in a highly competitive metro market-the Nation’s 14th largest-very successfully for the past 17 years. The “metrics” for new car pricing require more homework because there is presently no vAuto application that gets you the data, however the principles of supply and demand, inventory age, color, specific trim or hard to get equiptment packages, rebates, factory dealer and stair-step cash along with shopping the competition-all the same factors that your managers currently use to gauge what is an acceptable “offer”-go into determining the “real time market price” for a new vehicle. The biggest challenge to total dealerhship “transparent” pricing-which is what negotiation-free selling is all about- is the required cultural leadership tranformation of your managers from being “hammers” to “resources” and “coaches”. If you would like to talk more Dale can get you my contact information. You are on the right track-stay the course!

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