To answer or not to answer; that is the question.

When an internet car shopper requests a price, a dealer can either provide one or dodge. Most dealers choose the latter, instead opting to ask more questions in an attempt to:

1.) build the relationship
2.) find the most appropriate car
3.) create more interest
4.) buy time

And while this strategy can work under certain circumstances it has led to fewer customers clicking thru, and can often result in a lost lead. Particularly when there are other dealers who are willing to answer the customer's question. Handling the internet shopper can be tricky, they may be suspicious, doubtful, and short on attention. Contrary to popular belief, when a customer doesn't get a price quickly and easily, they are not left believing that it is because the price is 'too low' to disclose. To the contrary, when a dealer dances around price, a shopper believes it is because the dealer is hiding a higher price than can be had elsewhere. And why wouldn't they?

There are so many reasons that a dealer may choose not to provide a price on the first request. Customers typically pick the wrong car, or are not specific enough in their request to even work up an accurate quote (i.e How much is a Honda Accord?). There are usually rebates and or other incentives that one can apply to the price depending on the customer's situation, and without knowing more about the customer, the price quote won't be accurate anyway.

But we need to give the customer more credit, they are informed, sometimes more informed than the salesperson they are emailing with. So the simple way to handle a request for quote is by answering the question and providing a disclaimer; you may qualify for additional incentives and rebates depending on your final selection and method of purchase, but our Accords range in price from .... to .... depending on trim and optional equipment. The one you selected has an MSRP of $23,450 and your price is just $22,600.

So despite the 'risk' of actually giving the customer information they may be able to use, I say just do it! Then follow up and make sense out of the quote.