Impact Pricing · 2026-09-07 · 31 min
Dominic Genova spent 17 years on the factory side at Chrysler and 27 years owning car dealerships. He grew one dealership from a building with no power or water and no sales into a business with 87 employees and $80 million in annual sales of cars, trucks, and service. He rejected the traditional dealership model of commissions, hidden fees, and payment games in favor of transparent, salary-based selling. In this episode, Dominic exposes the pricing tricks hiding behind the "great deal", from payment games to hidden fees, while Mark challenges his sales philosophy from a pricing perspective. Together, they unpack why the price isn't the price, how a $500 cheaper car can become a $700 worse deal, and why Dominic believes the real product isn't the car. It's taking care of the customer. Why You Have to Check Out Today's Podcast: See how a $500 "better deal" can become $700 worse once financing enters the picture. Spot the pricing landmines first-time car buyers rarely see coming. Discover how Dominic built an $80M dealership by replacing sales games with trust, transparency, and repeat business.
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