Hate The Hard Sell? Here Is A Better And Easier Way To Get Rich In The Car Business – Part 1 A common trait we have observed amongst many dealers lately is burnout.
Dealers are burnt out with the auto business, they’re burnt out with chasing leads and they are sick to death of forcing outcomes merely to stay alive. There’s simply no light at the end of the tunnel. Success feels light years away.
So what is the reason of all this burnout?
The main reason for this is that the traditional technique of doing business in the car industry is broken. Several of the traditional techniques of getting customers and marketing your product or service would no longer work.
So in reality, success IS light years for the dealer even now making use of traditional lead generation and client attraction techniques. How could you run a business whilst chasing down prospects, making numerous calls, pushing for meetings, clinging to the hard sell and forcing outcomes all at the same time?
You cannot… and that’s the reason many dealers are going under right now.
So what works? What can you do to refresh your efforts and begin getting clients to your store?
It all starts by understanding things from your prospects’ perspective.
You see, when conventional customer attraction means are used in the car business, the experience is as equally uncomfortable and unnatural for your leads and customers as it is for you.
The customer is on the receiving end of your manual brute force attempts and often feels like an animal being chased by an amateur hunter who won’t give up the fight. They feel pressured, hounded and beaten… and ultimately a weak few might give in and move forward. But the majority would run, and stay away for life.
This not just applies to your personal sales effort but even to external marketing. Your external marketing is doing an similarly brutal hack job on your personal brand and on your prospects’ or clients’ perception of you. Interrupting them, bombarding them and confusing them, not to mention wasting their precious time is no way to build an authentic relationship.
You don’t require a degree in marketing psychology to see how you’re sabotaging your efforts by doing the kinds of marketing and hard selling practices as I touched on above. You are just working against yourself-alienating more people than you attract… which of course makes for a horrible base line each and every month.
Well here comes the scary part.
The cost of this forced, unfocused and barbaric approach is vast. Prepare yourself. It is hideous, it’s scary and it is familiar. A lot more work, more waste (both time and money), more frustration and lower gross. All of which means you put less cash in your pocket, kids’ college fund and retirement account.
When you utilize the conventional approach and it isn’t working the symptoms you experience are more hours spent working every week, more marketing that does not create results, less cash to operate and grow and a lot more disappointment and frustration.
Eventually you lose, either by getting so burnt out that you cannot go on any longer or your dealership is forced to close because it can’t sustain it’s operating budget.
Jimmy Vee & Travis Miller are the authors of Gravitational Marketing: The Science of Attracting Customers and founders of the Rich Dealers Institute. They help dealers double their profits in as little as 118 days. Receive a free copy of their special report & video presentation, The New Rules of Automotive Marketing by visiting http://www.RichDealers.com/special