To the Editor:
I wanted to respond to "Why dealer's sold on one-price, one-person" (March 9).
I have been a sales consultant at a one-price store for more than 21 years. We went to one price in the fall of 1993 and haven't looked back. We had always been a low-pressure, easygoing dealership before one price, so it was a good fit.
I agree with dealer Brian McCafferty at Avondale Toyota that one price really is what customers want. I know they don't want to have to negotiate for two hours just to find out the price of a vehicle.
They don't want to have a closer come in and browbeat them with "Now, what's it gonna take to get you into this new car today?"
I also know that they don't want to wonder whether a neighbor got a better deal on the same car the day before.
Our industry still has that stigma of "price sells cars."
Well, ours isn't always the lowest price, but we sell our fair share of new and used vehicles because we sell our one-price philosophy.
Consumers already know what invoice is and what dealer reserve is; there isn't a lot of mystery anymore.
Give the customer a fair price upfront, and that customer will come back and buy again and again.
Bowen Scarff Ford-Lincoln