--- title: Consumers Demand Transparency In Pricing description: Consumers demand more transparency in pricing, which is a great opportunity for dealers to feature pricing discounts to reel in more trusting buyers. image: https://blog.edificeautomarketing.com/hubfs/ecommerce-3546296_1920.jpg --- [![Edifice-Logo-Full-Color-350x100-01-01](https://blog.edificeautomarketing.com/hs-fs/hubfs/Edifice-Logo-Full-Color-350x100-01-01.png?width=350&height=100&name=Edifice-Logo-Full-Color-350x100-01-01.png "Edifice-Logo-Full-Color-350x100-01-01")](https://www.edificeautomarketing.com/) - [Turnkey Targeted Marketing](http://www.edificeautomarketing.com/advanced-technology-data) - [Solutions & Services](http://www.edificeautomarketing.com/solutions-services) - [About Us](http://www.edificeautomarketing.com/about-us) - [Our Story](http://www.edificeautomarketing.com/about-us#story) - [Case Study Success Stories](https://info.edificeautomarketing.com/case-studies) - [Blog](https://blog.edificeautomarketing.com) - [Contact Us](http://www.edificeautomarketing.com/contact-us) [See a Demo](http://www.edificeautomarketing.com/schedule) ![](https://blog.edificeautomarketing.com/hubfs/ecommerce-3546296_1920.jpg) # Consumers Demand Transparency In Pricing Published by [Hale Soucie](https://blog.edificeautomarketing.com/author/hale-soucie) on July 22, 2019 It's no secret that the internet has changed how consumers research, shop for, and buy products. Our industry is no exception, as shoppers are more informed than ever before about the vehicles they want to purchase. This has driven down the average amount of dealerships shoppers visit, but has also changed some of their expectations about how the buying process should go. Shoppers have become accustomed to going online, finding the lowest-priced seller for a product they want, and placing an order right then and there. A common desire we hear from consumers is that they want more "transparency in pricing from dealers," or that they want to know how much their car is going to cost before they come in to the dealership. With third-party sites such as KBB and TrueCar, shoppers can find the average price of a new vehicle in seconds. As a result, many shoppers think that dealers are withholding information or trying to "trap" them into coming into the showroom if their prices are not found easily on their website. However, it is not always in a dealer's best interest to have their prices displayed for their entire new inventory. For example, this makes it easier for your competition to know your exact price point and leverage it against you. So how can you protect your best interests and also satisfy a customer's desire for transparency? One solution is to use third-party pricing sites to your advantage by citing them as your price point: "You already know what the prices are, we will be at market value or maybe even below." By changing your messaging and communications in this way, you protect yourself from your competition using your prices against you while also satisfying shopper's demand for more information. Tags: [Automotive Industry Trends](https://blog.edificeautomarketing.com/tag/automotive-industry-trends) [Back to Blog](https://blog.edificeautomarketing.com) ## Related Articles ## [Pricing Psychology: A Look In The Mind of Shoppers](https://blog.edificeautomarketing.com/pricing-psychology-a-look-in-the-mind-of-shoppers) Today I want to try and give a little food for thought about your pricing and sales strategy by talking about one of my favorite subjects: pricing psychology. A good understanding of pricing psychology is a powerful tool for dealers because it shows... [Read More](https://blog.edificeautomarketing.com/pricing-psychology-a-look-in-the-mind-of-shoppers) ## [Convenience: A Strategy for Higher Dealership Profits](https://blog.edificeautomarketing.com/convenience-a-strategy-for-higher-dealership-profits) Why would anyone pay $6 for milk at a convenience store, when they could get the same gallon of milk at their local supermarket for less that $3? The answer is in the name: Convenience. So what does this have to do with you as a car dealer? Simply... [Read More](https://blog.edificeautomarketing.com/convenience-a-strategy-for-higher-dealership-profits) ## [Convenience: A Strategy for Higher Profits Part 2](https://blog.edificeautomarketing.com/convenience-as-a-pricing-strategy-part-2) Picking up on our discussion of convenience as a pricing strategy let’s examine the results of the convenience audit we provided and address one of the major issues it most likely revealed. If you did not complete the audit or read part one, you can... 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