pair options will only overload customers and scare away business. This can be true if online pricing and menus aren't managed well, but consumer skepticism is multifaceted and best solved with transparent dialogue. The reality is that customers want to be engaged throughout the process and will feel more comfortable giving you their business when you can set clear pricing expectations ahead of time. Imagine if the airlines asked you to come to the airport and check in your bags before they gave you a price for your flight? Ridiculous. Yet in many ways, we ask our service customers to do business with us that way. Customers also want to know exactly what's going on while their cars are in the shop. It is on dealers to deliver by educating customers throughout the entire experience, involving and informing them along the journey. To accomplish this, the same kind of technology customers use to track a package can be applied in the service department, only this time, it's even better. Now, technicians can send live video and audio updates of repairs right to a customer's phone, giving them the visibility and control they crave in real time. And systems can send automated updates as a repair progresses, taking the phone call burden off your staff. Transparency is important when it comes to THE REALITY IS THAT CUSTOMERS WANT TO BE ENGAGED THROUGHOUT THE PROCESS AND WILL FEEL MORE COMFORTABLE GIVING YOU THEIR BUSINESS WHEN YOU CAN SET CLEAR PRICING EXPECTATIONS AHEAD OF TIME. 43