It baffles me sometimes. There are still those in the automotive industry who believe that deceit and misdirection are the best way to go when selling cars.

It isn't. Honest should rule. Here's why:

1. The Customers Have the Pricing

This has been a fact in the automotive industry for some time now. Every penny that a dealer spends on a vehicle from invoice to holdback is easily calculated on dozens of sites and resources. There are times when education is in order - some people still believe that dealer invoices are faked or holdback should be considered profit - but there's no reason to lie about it. Most people are fair in that they understand everyone needs to make a profit. They just don't want it made on them. There is no reason to lie about the cost of a vehicle. Stand firm on your price. Give them a good deal. If they don't want you to make a profit, there's a dealer down the block who's willing to make nothing on their cars. Let them. You'll stay in business longer.

2. Your Reputation is More Important than an Extra Buck

Lies will always come back to haunt us. It's a fact of life. In a world that is so driven by social media, it's clear that a customer scorned may have the power to hurt your business. If you're going to make a mistake and miss on a few bucks, it's better to do so honestly rather than risk a PR nightmare from a disgruntled customer who can leave bad reviews or even bring deceitful dealings to light more prevalently.

3. Redefine the Industry

Anyone who has been in the business long enough remembers the days when most customers didn't have the knowledge they have now. As a result, the "golden 80s" were rife with dishonest dealers who made a killing on a good portion of their car deals. The industry as a whole has changed in recent years to be more transparent, more honest, and more in tune with the needs of the customers. Dealers have an opportunity to change the negative perceptions of the industry one car deal at a time.

4. It's the Right Thing to Do

We've all known someone in the industry who contributes to the negative sentiment. These are the people that give an honest dealer a bad name. Virtue is more important than any benefits lying might bring about. Stay true to yourself and your customers and you can feel good driving home every night.

What is this Really About?

Those who know me understand that I tend to stay away from controversy and focus on tips and ideas. Today, I had a call from a dealer that started off poorly but ended well. The gist of the conversation centered around finding ways to manipulate the pricing on their website to reflect a higher "cost" than what they were really paying.

We talked about it for a while and by the end, I think I convinced her that it's better to embrace transparency and truthfulness rather than changing prices to mislead her customers.

I know many of the members of this community personally and just about all who I've spoken to would never consider anything like this, but it's still important in this competitive market to remember that integrity will take us much farther than grabbing a little extra money on some of the cars we sell. If we treat customers right, they'll buy more cars from us.

It's that simple.

