For the past three days, CycleTrader.com has been in Las Vegas attending the third annual ProfitX
hosted by Powersports Business. The energetic Don Cooper
(aka the Sales Heretic), woke up the sleepy 8 A.M. Vegas audience on Monday with his words of wisdom on price differentiation.
The #1 stat that he quoted from a study is that only 14% of consumers really purchased a product solely on price. That’s right – 14%. The other 86% buys on other factors. So, this begs the question – why are you dropping your price when you can differentiate your dealership? What’s unique about your dealership? Is this coming across in your unit and dealership descriptions? Sit down with your staff, grab a piece of paper and think about it. Are you different from your competitors because of your: