Let’s Talk About Price

I've heard them all — all the reasons not to include a price on your listing, including...

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

But despite the excuses - I’ve never really understood why you wouldn’t include a price. It seems pretty clear that having some type of price, even if it’s just MSRP, on your listings is probably the most important thing you can do to attract customers.

At first, I thought I was the only one who felt this way — but the results say I’m not. On Cycle Trader, listings with a price get 19 times more clicks than those without a price.1 And it’s because consumers are naturally skeptical — so if a dealer won’t include a price on their listing, they feel like the deal may be a bait and switch. You have to remember - it’s not personal for these buyers. They are looking for their next bike at the best price — and if you don’t want to share that information with them when and where they want it, they are more than happy to find another dealership that will.  

Still not convinced? Let’s look at it a different way — would you share the price with a buyer who walked into your dealership? Of course. It feels a little crazy to even ask.

You want them to buy it — and to decide they want to buy it, they need to know how much it costs. Using that same thought — if your online listings are a digital extension of your showroom — you shouldn’t withhold the price there either. You want to provide a consistently good experience, no matter how a consumer chooses to check out your inventory.

So now that we’ve(hopefully) convinced you to include a price on all of your listings you should know we can also help you be strategic about what that price should be. The Cycle Trader TraderTraxx platform now includes the Price Analysis Tool — which shows you the median price of your specific inventory in both the local and nationwide market — giving you a real-time snapshot of how your prices compare. So c'mon - put prices on your listings. There is no reason not to.

1www.smartinsights.com, 2017.

2 Google Surveys, 2016.

3 Omniture, 2017.