Patrick McMullen - Senior Vice President of Strategy and Innovation for MAXDigital
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Be Product Experts, Not Salespeople

Price. For years, the car industry has relied on a price-driven sales strategy. Today, that’s no longer effective for two reasons. First, dealers are already pricing cars at market value, so reducing price only eats away at already thin margins. And, perhaps even more importantly, studies show consumers don’t buy cars based on price alone.