There is no doubt in the auto retail industry that times have changed. Market-based pricing is not just a fad, but is now a long-lasting reality. With the proliferation of online information available to the consumer, old and inflated pricing techniques just don’t work. To survive in this marketplace, competitive dealers price their vehicles at or near market prices, because consumers are better equipped when they get to the dealership. The sales process starts to get interesting when the customer arrives in the showroom, thinking they need to “do battle” and negotiate a discount—that’s how buying a car at a dealership is traditionally done, right? Well, not anymore, now that cars are already priced at fair market value. As a result, dealers need to sell on value, build trus

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