Humans are curious by nature. A dealership website can either fight that instinct or build around it. The VIP Express sales process built into every intice360° site does the latter — it uses the simple curiosity of “what's the real price?” as the primary driver of lead conversion, then backs that curiosity up with an actual answer instead of a bait-and-switch.

Here's how the flow works, and why the mechanics matter more than they look.

The Locked Price

On both the search results page and the vehicle details page, the discount and the final price are visibly locked. The MSRP is shown in full, but the discount and the resulting price sit behind a small unlock animation and a clear “Unlock Best Price” button. Nothing about the vehicle itself is hidden — only the number every shopper actually wants.

Capture, Validate, Deliver

Clicking unlock starts a short, deliberate sequence:

  • First name, last name, ZIP code
  • Mobile number and email address, with disclosure compliance built in
  • An instant unlock code sent by text
  • Two-factor code entry to validate the submission
  • Immediate delivery of the real, unlocked price

That two-factor step is doing more work than it looks like. It confirms the phone number is real and reachable before the lead ever reaches a salesperson — filtering out throwaway submissions without adding friction a genuine shopper would notice.

Keeping the Promise

The moment of truth is what happens right after validation: the page delivers the actual unlocked price, personalized to that shopper, exactly as promised. No follow-up call required to get the real number, no asterisk. That's the detail that turns a curiosity click into trust — the dealership said it would show the price, and it did.

The Follow-Up Email Does the Rest

The same unlocked price lands in the shopper's inbox, paired with three clear next steps:

  • Schedule a test drive
  • Get a trade-in value
  • Get pre-qualified for financing

Each option routes back to the same vehicle's page and opens the matching tool directly — the test drive scheduler, the trade evaluation tool, or the pre-qualification flow — so every next step stays one click from where the shopper already showed intent.

The Question Worth Asking About Your Own Site

If your dealership website tells a shopper you'll show them an unlocked best price, does it actually deliver that price the moment they complete the form? And once it does, is it pointing them toward a next step, or leaving them to figure out what happens next on their own? Transparency is what makes the curiosity mechanism work in the first place — the unlock is just the hook.