How to Beat Internet Pricing
As thin as margins on TVs are in showrooms around the country, Internet-researching consumers are out in force for even deeper bargains. There isn't a CE dealer around who hasn't had to confront that scourge of the sales floor: a customer who saunters in carrying a printout of an Internet price. Some of the more successful dealers, however, have discovered how to turn the Internet price argument from a negative into a profitable positive.
It's a good thing, too. The game certainly hasn't gotten easier in recent months. The availability of new research tools has made it so simple for consumers to price shop and to present the evidence to the first sales person they encounter.
"You see the telltale folder in a customer's hand, or the magazine, or the iPhone," said Bob Cole, president of Bob and Ron's World Wide Stereo, Hatfield, Pa. "There's the RedLaser app, where they can scan in a UPC code or type in a number and get a list of different in-store or online prices on the spot."