Just as harmful as using incentives incorrectly (claiming them when you shouldn’t, or when you don’t have the proper documentation, is not using all of the incentives that are available, or, UNDERUTILIZATION.

If your team is missing available incentives, they are also missing:

• GROSS—on what they do manage to sell, and
• SALES—where it is estimated that for every 1 sale that you do get without passing along an available incentive, there are probably 4-5 buyers who went “down the street” and got all of the available incentives from another dealer, resulting in the customer getting a better deal from the other dealer