The All Important Price

 Let’s talk about the elephant in the room — including a price on your listings. There. I said it.

Working at RV Trader, I’ve heard a million reasons as to why a dealer might not want to include a price on their listings…

It encourages consumers to call

We don’t want to show price on new units

We might be able to offer better deals in the dealership

I’m concerned my prices aren’t competitive in my market

…just to mention a few.

But I’m here to tell you what you may not want to hear — having a price is probably the most important thing on your listing. No matter what — and I do mean that — you should include a price on your inventory, even if it is MSRP.

Purchasing an RV is a big deal for a consumer. They dream about it for a long time before they pull the trigger. And, to make matters worse, they aren’t loyal to a particular dealer or manufacturer. They are scouring the Internet searching for the perfect unit to fit into their lifestyle and their budget. But it’s hard for them to imagine what RV will fit into their budget if the price isn’t listed. Plus, from a consumer’s perspective, if the dealer won’t list the price — then how do they know it’s not a bait and switch? Instant distrust.

These consumers are looking for guidance and help as they move through their path to purchase, but if they can’t get all the information they need from you — they can easily move on to another dealership that does have the information they are searching for. To further prove my point: listings with prices get 27 times more clicks than listings without a price.1 That’s 27 more times consumers are landing on your listings and considering your inventory compared to the dealership down the road who hasn’t included a price.

Let’s think about this a different way — would you withhold the price from a consumer who was on your lot?

Of course not! That would be an extremely frustrating experience. Can you imagine? They tour the unit you have for sale — they love it — and are ready to have a more serious conversation about buying, but you won’t tell them whether or not this unit fits into their price range? Talk about setting them up for heartbreak.

So if your listings are an online extension of your dealership - why would you withhold the price there? The experience you provide a consumer in your physical location should be mirrored in what you provide them online.

Building that trust with the consumer from their very first interaction will only make the process easier when they come into your physical location.

If you need help deciding how you should price your inventory based on the market — which can be the hardest part — we can help.  As a member of RV Trader, the Price Analysis Tool found in TraderTraxx will give you great insight on the median price of your specific inventory. Whether or not you include a price on your listings, you can see an accurate snapshot of the prices in both the local and nationwide market, helping you better cater to customer expectations.

So please…

please….

please…

include a price on your listings.

Consumers will love you for it.