I have really struggled with is concept myself. Do I give a low price just to get them as a customer or do I just give my "normal" price, the one where I make the margins I need and let the "price shoppers" go down the street. I personally decided that I will give the price I need to make money and if I lose that customer, most of the time, it wasn't a customer that I wanted coming through my door anyway. I don't really want a shop full of cars from customers that will only fix things that are broken, when they are broken. I want customers that are willing to bring me their cars for everything.