For almost 30 years, I have been espousing the benefits of one-price selling at the sticker price.
Whenever I have been lucky enough to have a product hot enough to command list price, the sales process has been easy and the customers have been happier.
Customers do not buy a discount. The only thing they really want to know is that they didn't pay more than the last guy or gal or the next one.
If the price on the window reflected the transaction price at every store, our jobs would be easier, customer satisfaction would skyrocket, our reputations would improve, and we'd be able to provide better customer service.
Negotiating is not in our culture, and very few customers enjoy it.
If the manufacturers put reasonable margins in the products, dealers of any size would figure out how to compete on service, customer handling or location.
The time has come for the sticker price to become a meaningful number in order to bring integrity, sanity and respect back to our business.