Sales & Marketing Pathway
Session 3
Tuesday, Dec. 8, 8:30 - 10:00 am
Reduce Customer Friction by Improving Price Clarity
Dealer Panel Moderated by Bob McCann
-
Your dealership is feeling the pressure to provide clearer pricing. But how do you change longstanding habits without risking margin, upsetting OEMs and losing control of the deal? You want to give shoppers transparency, but you also need to protect your business and avoid landmines associated with territories, fees and negative equity.
Every dealer is wrestling with these challenges. Most are losing shoppers long before they become leads, often without realizing it.
That’s why we assembled this panel, moderated by veteran educator Bob McCann. You’ll hear from dealers who have successfully improved price clarity without sacrificing profits. They’ll share real world methods that reduce friction, build trust earlier, simplify trade in conversations and keep more shoppers engaged.
You’ll walk away with proven dealership tactics to stand out, convert more digital shoppers into leads, speed up the buying process and protect your bottom line.
-
Evaluate your dealership’s price clarity and identify opportunities for improvement
Explore practical ways to build shopper trust through clearer communication, education and process design
Pick-up dealer-tested tactics to increase engagement, improve lead flow and strengthen margins
-
Bob McCann has spent four decades championing dealers and helping them win. His career has been built on one belief: dealers succeed when someone’s in their corner. That passion began during his early days at Ford, grew while he pioneered digital retailing across automotive, marine, RV and powersports, and continues after he sold his last company, joining the MRAA and Dealer Week. When not helping dealers elevate their game, Bob is on the water with wife, Carol, and pup, Lilly, or on his bike.
Your dealership is feeling the pressure to provide clearer pricing. But how do you change longstanding habits without risking margin, upsetting OEMs and losing control of the deal?
Register for Dealer Week
Dealer Week 2026 brings new sessions, new speakers and new ideas on The New Fundamentals. This year’s education is centered around the foundations of modern dealership success: AI adoption, rising customer expectations, and operational efficiency.