Short answer?
It depends.
Long answer?
It depends on what you mean by *gross*.
Some dealers call $4,000 a copy “gross.”
Others are perfectly happy with $2,000.
So, before you even ask the question… define the term.
Because if you don’t define it, you’re arguing opinions—not reality.
Here’s the truth nobody likes to admit:
There are only two ways to make money in this business—
“volume or gross”
That’s it.
If you’ve got a lot of something…
You’re going to sell it for less.
That’s not a strategy.
That’s **supply and demand.**
If you’ve got something scarce that people want?
Now you can hold gross.
Maybe even push it.
We all saw it during the pandemic:
Low supply.
High demand.
Everything sold.
Grosses were strong.
No mystery there.
So can you balance both?
Yes.
Can you maximize both?
At some point, you’re choosing:
* More volume, less gross
* More gross, less volume
The winners?
They find their **sweet spot**.
Not perfect.
Not theoretical.
At some point you have to get real and define what YOU mean by volume and what YOU mean by gross.
Process matters.
Execution matters.
Adjusting your thinking matters.
Don’t ignore reality trying to out-process the market.
You’re not smarter than the law of supply and demand.
That’s all I’m gonna say, Tommy Gibbs