Some of the kung-fu tactics that my competing dealerships use are just plain laughable. The pompous attitude might work for a Buggati or Ferrari dealership, but when you're dealing with straight up people, you should treat them straight up. That's how I handle my business and is why my dealership is #12 nationwide in an off-the-map town in Northern New Jersey. I'm not here to run a parking lot. I'm here to get the best cars possible to the best customers possible at the best deals possible. Unfortunately, for the Lancer Evolution, the supply-demand laws do come into effect and a lack of product does tend to jack the pricing up. Think of it as a triangle area graph where the midpoint of the triangle would show how many people would buy the car at MSRP. As you go down in price, you go down the triangle and the customer base widens exponentially. But as you go up, it narrows out, but notice it is still there up until the apex. What MMNA dealerships are hoping for is to capture that highest point on the triangle with the Evo. But as I am in management, volume is the name of the game for me. Each unit sold is one more notch on the belt that I report to Mitsubishi on a monthly basis. Want a customer who respects and responds well? Treat them with some courtesy and give them the info they need to make an educated decision. That's what the name of the game is. It's sad that the car industry relies so much on mental manipulation to make a sale. It used to be that a proper presentation of the value, performance, safety, reliability and connection of a car to a customer was enough to make them sign on the dotted line.
