Pricing and Proper Advertising Prevents the Race to the Bottom
Jeff Haas Mazda
Every dealership is unique. And while there are shared obstacles amongst the over 16,000 car dealers in the US, there is still a sense of individualism from store to store. As a result, it is necessary to offer an exceptionally distinctive customer experience. This requires tools and solutions that allow dealers to be competitive without racing to the bottom. We sat down with Todd Crabtree, General Manager of Jeff Haas Mazda to discuss how his store operates and how FirstLook makes a difference for them.
We are a FirstLook group. Everyone here uses it. It’s really easy to learn and simple to operate. It’s core to us and just a really solid product overall. We have had FirstLook for 17 years now, and honestly, it does everything we need it to do.
“FirstLook is intuitive. It alleviates all the mistakes and prevents us from making errors. The cool thing about FirstLook is that it pulls up all the Mazda options with a match on all the equipment. But MAX Digital takes things a step further than that. I love that FirstLook can incorporate more and more manufacturers in the system. As it stands, I can see all the options of other manufacturers on top of the Mazda ones. It’s really exciting and extremely useful.“
Todd Crabtree, General Sales Manager
A pricing tool is a pricing tool, but FirstLook and MAX Digital are so much more than that. When you have a tool like this for inventory management, it really sets you apart. Not only is it perfect for showing comparisons, but it’s also really great to advertise with. It’s easy to put an ad out into the marketplace. It allows the customer to click once and get direct insights into the unique premium packages of each individual car.
Nowadays, internet pricing can be a never-ending race to the bottom. How you price versus the market is difficult. I think the results would almost be the same. But if your price isn’t right, customers aren’t going to come to your store. So, once a month, my used car manager brings in the prices and we are able to adjust them back to the market properly. Then, when a customer compares us against a different source, we come in looking like a hero.
With FirstLook and MAX Digital, you have a leg up over the competition. It really is core to us and I believe that it sets us apart from others. The biggest benefit is the pricing to market. I love that feature and everything we are able to accomplish because of FirstLook.
“With FirstLook and MAX Digital, you have a leg up over the competition. It really is core to us and I believe that it sets us apart from others. The biggest benefit is the pricing to market. I love that feature and everything we are able to accomplish because of FirstLook.“
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