As important as selling vehicles to the sales team at Hendrick Durham Auto Mall is providing a pleasant straightforward experience for its many customers.
As part of sending that message to the staff, when they notice a visitor to the showroom, managers often ask the sales consultants: "Why is that person here?"
The correct answer is not "to purchase a vehicle."
The correct answer is that would-be buyers come to the dealership to validate and verify the research they have done.
By knowing that, the sales staff at Hendrick Durham Auto Mall is better equipped to provide their customers with a pleasant straightforwad experience.
By aligning its sales process and research with its customers' process and research, the dealership is more successful and enjoyable.
The dealership uses the same protocol to set its online prices, compare its prices and set itself apart in the market as the customers do. So, we can truly say we are here for them.
The experience begins with three objectives regarding online inventory:
1. Provide the customer all of the information we can about each vehicle, including pictures, video and a full description with all important details.
2. A competitive market-based price based on the vehicle's year, make, model, miles, equipment and condition so that the customer does not have to come and waste time negotiating. We price our cars using the same information on the Internet that our customers use and then price it to be competitive.
3. Our commitment to total customer satisfaction.
At Hendrick Durham Auto Mall, we use a comprehensive technology system to competitively shop and then price our vehicles before they go on the lot for sale.
Market-based pricing is pricing determined by the consumer. It is the price that we find in the marketplace that a consumer will pay for a vehicle. It is typically one of the lowest, if not the lowest price on a particular car.
We use a tool that allows us to search all listings of similar vehicles in a given radius. We price our cars, regardless of what we own them for, around the lowest price we find, if not lower.
The main benefit of Market-Based Pricing is that it saves time. It also takes away the back-and-forth people are accustomed to in the car buying process. Upfront and transparent pricing is what everybody seems to desire today, no matter what they are buying.
Finally, we recondition the cars to Hendrick standards. And because we aren't using artificial markups to create big discoounts, our customers have found us easy to work with.
So, there you have it - pleasant and straightforward.
Hendrick Durham Auto Mall.
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