Rob Cochran Discusses New Method Of Selling Cars
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PITTSBURGH (NewsRadio 1020 KDKA) – The 2014 Pittsburgh International Auto Show visited the convention center this weekend. Residents from all around came to see what the manufacturers will be bringing to their lots.
President and CEO of #1 Cochran Automotive, Rob Cochran, is the proud owner of 21 separate business entities with 16 name-brands, spanning the largest geographical footprint in the Pittsburgh area with five different geographic locations.
Cochran explains that his company spent 12 to 18 months re-learning and re-training their sales and management staff on a new style of selling cars. He says he’s proud of the strong representation his company has throughout Western Pennsylvania and will continue with even better service to their customers.
So far, #1 Cochran Automotive has been successfully using Clear Cut Pricing, Clearly Better Car Buying for seven to eight months. Their plan was to heighten the customer experience. Cochran believes to be successful, you need to have a strong customer buying experience.
Currently, he explains that smaller car dealers will comply with the archaic car buying experience that starts with pricing the car well above what they really expect to get. Their goal is to extract as much money from the consumer as possible.
That type of selling cars was better for a time when the consumers lacked technology to understand and compare the prices of cars. Now, there’s an abundance of information for the consumer to come armed with when they come into the dealership.
“Why do we need to have people demand that? Let’s just share that information and say here’s why the price we priced the car,” said Cochran. “It’s not our science, it’s somebody else’s science that’s nationally accredited and let’s just cut to the chase, let’s get on with it.”
Now, Cochran admits that this doesn’t mean that they wouldn’t make adjustments like good-will price changes for loyal customers. They’re not just sticking their feet in the sand and sticking to the price.
“We are just simplifying the process that’s been in place for many, many years,” he said.
Show rooms located in: Monroeville; Buick, Cadillac, GMC, Hyundai, FIAT, Subaru and PreOwned, South Hills; Hyundai, Infiniti, Nissan, Volkswagen and PreOwned, Robinson; Buick, GMC, Kia and PreOwned, Allegheny Valley; Chrysler, Dodge, Jeep, Ram, Ford and PreOwned, North Hills; Volkswagen, Mazda, Infiniti and PreOwned.
For more information visit: http://www.cochran.com/