How to Beat Internet Pricing
Once a dealer establishes whether the Internet price is above board, the pitch for the flat panel and all the profitable add-ons can begin.
Steve Kleinschmidt, electronics buyer for Schaefer's TV & Appliance in Lincoln, Neb., said his sales crew has no problem taking a customer over to a computer and logging on to the site the prices came from. Once the associate confronts the price challenge head on, it's easier to deal with all of the pricing issues point by point. When it comes to dealing with prices from one of retail's toughest competitors, amazon.com, Kleinschmidt's crew treats the products as if they're being sold on eBay, because many of the products are sold from a store within a store.
"There could be instances of people selling through amazon.com who are not authorized or don't provide a valid warranty. We point that out," he said. "If it's a Web site like Best Buy, and they have the item in stock, and it's not a refurb, we'll work with the customer to match their price."