Putting a window sticker in every car you sell can increase your profits and decrease the amount of time it takes to complete sales. Window stickers make customers feel more comfortable with the vehicle and, more importantly, with you as the dealer.

However, it is important that your window stickers look professional. This does not mean that you have to spend a great deal of money to buy fantastic looking stickers. It simply means that there is certain information that you must include on your stickers.

Obviously, you will want to include the vehicle price on the window sticker. Having said that, you don’t want to simply put the amount you want to get for the car on there. It is to your benefit to include more price information. The more detailed you are about how you have arrived at the price you are asking for the car, the more comfortable the customer will be paying that price.

Here are some price-related items you will want to include on your window sticker:

1. Manufacturer’s Suggested Retail Price. Obviously, you will only want to include this if the final price you are asking is equal to or lower than the MSRP. Customers like to see that they are “getting a deal”, and paying less than the MSRP usually constitutes a deal. If you are selling a used vehicle, list the common market value, including all of the options included on that car. You can find this from many different sources.

2. Standard Vehicle Price. This can also be found from many different sources. The point here is to show the customer the amount that you paid for the vehicle. If selling a used car, list the basic common market value of the car, without options.

3. Options included with vehicle. List all of the things that the vehicle has that make it more valuable then the MSRP suggests. You can choose to list the price of each option, or just show the total price of all options combined. This gives the customer an idea of why the price is higher than the standard vehicle price, beyond the fact that you need to make a profit.

4. Features. This should not be a delineated list, and certainly not with prices. This is just where you list everything that is good (and valuable) about this car. List the mechanical features, safety features, exterior features, interior features, and anything else that adds value.

In essence what you are doing is this: showing the customer how much you are expected to get for the vehicle, how much you paid for the vehicle, the options that make the car valuable, and other features that make the car desirable. This is especially effective if you can sell the car for less than the MSRP and still make your intended profit. You can then show the customer that you are selling the car for less than you are expected to, which makes them feel more comfortable with the sale.

rich brown is an automotive guru that also offers an excellent service providing equipment stickers

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