If dealers aren’t careful, they will lose. It’s just that simple. Here at MAX, our proprietary research says that to survive and thrive in today’s changing market place, dealers need to get four things right: acquire, price, merchandise and sell. How do dealers evolve their sales process to price their cars to be competitive in their marketplace and maintain gross margins? Let us walk you through our thinking. Price Right At MAXDigital, we like to think across the entirety of the sales process. Pricing, as a part of that process, is critical to staying competitive and optimizing gross margin per unit sale. In today’s competitive marketplace, it is no longer enough to rely on gut and guessing to determine where a car should be priced. Consumers want transparency and they

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