The 4 Ways That Window Stickers Improve Your Profits

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Published in April 18th, 2008

One of the easiest and most cost-effective ways to improve your profits as a vehicle dealer is to include window stickers on all of the cars you sell. It is not often that you can find such a simple and inexpensive item that can have such a profound affect on your bottom line.

Here is how using window stickers can improve your profit margin:

1. They put the customer at ease. Most people are not thrilled with the idea of working with a car salesperson. In fact, car salespeople have such a stigma associated with them that their profession is regularly listed as one of the least trusted positions in the country. While that association is almost certainly not warranted, it is simply the way it is in our society. Window stickers take away much of the customer’s anxiety, by giving them essential information in writing. Even though it is usually the same information that the salesperson would have given them anyway, the customer feels better seeing it in writing, and being able to find it on their own.

2. They save you time. The cliché holds true: in business, time is money. The faster you can sell a car, the quicker you can put another one in its place and make another sale. More sales equals more profits. Window stickers save you time largely because of #1 on this list. They put the customer at ease, usually before they ever talk to a salesperson. If they are comfortable with the car, and the price on the sticker, they are usually prepared to make the deal.

3. In today’s market, customers expect them. Customers have become accustomed to seeing window stickers on vehicles for sale. In fact, if a customer visits a dealership that doesn’t employ window stickers, they are more likely to walk away. Why? Because of #1: they will not feel comfortable. Every customer that walks away from your dealership is a potentially lost sale. Lost sales equals lower profits. The simple act of putting window stickers in your car will keep more customers on your site, which means more sales.

4. They explain things to the customer. As we said, customers do not usually feel comfortable with salespeople. However, there is information that they must get about the vehicle they are thinking about purchasing. Most customers would prefer to get that information from a window sticker, rather than from a salesperson. If your window stickers are professional, they can do wonders for informing your customers. Particularly if you list suggested prices and options, the customer will usually feel more comfortable with the price you are asking.

Salespeople are still important to your business, for sure. But having window stickers allows much of the work to be done before the salesperson enters the picture. In essence, they “pave the way” for your salespeople to close the deal. You might even consider window stickers to be your unofficial “customer greeters”, only they don’t request a salary or commission.

rich brown is an automotive guru that also offers an excellent service providing used car window stickers

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