Eighty-five percent of the units on RVUSA.com show pricing, but that is still – by far – the biggest complaint that we receive from individuals shopping for RVs. It’s no secret that most consumers in the buying cycle are doing extensive online research prior to visiting any dealership. I’ve heard dealers complain that they get “shopped to death” because of how online inventory has changed the business. Instead of viewing the information age as a hindrance, use it to your dealership’s advantage.
Here are some tips to consider when pricing your units online:
- Post real prices. If a hot buyer walks on the lot, what’s the price?
- Be competitive. Know what dealers in your area are charging for similar products.
- If MAP pricing is in effect, make it easy for shoppers to obtain your actual price via phone or email.
- Finally, it’s not always about the lowest price. It’s about value. Convey to the shopper what they will be getting for their money. Photos and videos are great tools that can provide online shoppers with an accurate representation of the RV. Also, let shoppers know what kind of customer service they should expect at your dealership – great service is priceless.
Thank you Melissa Thrush for this post – it’s very good information that I really believe in, especially after this weekend and my experience at a car dealership.
My neice just got her driver’s license last week and needed a car. The two of us did all kinds of research online for various cars, prices, fuel economy, etc. I remembered a car dealership in Gainesville that both my mother and my sister-in-law bought their vehicles from several years ago and the experience they had with them, so we decided to drive to Gainesville to see what they had. When we arrived one of the sales people gave us the price list for all the cars on the lot, told us to let them know if we needed anything and were close enough so that if we did have a question we could easily get to them and ask, but not too close that we felt rushed or like they were stalking us. My neice picked out the car she wanted and we test drove it. Then the moment came for the dreaded “paperwork”, which turned out to be about 45 minutes worth of time, they put a new plate on her car and we headed home. The customer service was excellent and everyone was very friendly. The next time I’m in the market for an almost new car, that’s the first place I’m going.
Cindy Spencer : )