Hate The Hard Sell? Here Is A Better And Easier Way To Get Rich In The Car Business – Part 1 A usual trait we’ve observed amongst many dealers lately is burnout.
Dealers are burnt out with the auto business, they’re burnt out with chasing prospects and they’re sick to death of forcing outcomes just to stay alive. There’s just no light at the end of the tunnel. Success feels light years away.
So what’s the cause of all this burnout?
It is simply because the conventional method of doing business in the car industry is broken. Many of the conventional ways of getting clientele and marketing your product or service will no longer work.
So in reality, success IS light years for the dealer even now utilizing traditional lead generation and consumer attraction means. How could you run a business whilst chasing down leads, making countless calls, pushing for meetings, clinging to the hard sell and forcing outcomes all at the same time?
You cannot… and that is the reason most dealers are going under right now.
So what works? What can you do to refresh your efforts and begin attracting customers to your store?
It all begins by understanding things from your prospects’ point of view.
You see, when traditional customer attraction means are utilized in the car business, the experience is as equally uncomfortable and unnatural for your prospects and clientele as it is for you.
The client is on the receiving end of your manual brute force efforts and normally feels like an animal being chased by a newbie hunter that would not give up the fight. They feel pressured, hounded and beaten… and ultimately a weak few might give in and move ahead. But the greater part will run, and stay away for life.
This does not merely relate to your personal sales effort either. Your external marketing is doing an similarly brutal hack-job on your personal brand and on your prospects’ or clients’ belief of you. Interrupting them, bombarding them and puzzling them, not to mention wasting their precious time is no way to build an authentic relationship.
You do not need a degree in marketing psychology to see how you’re sabotaging your efforts by doing the kinds of promotion and hard selling habits as I touched on above. You’re simply working against yourself-alienating more individuals than you attract… which obviously makes for a horrible base line every month.
But here is the scary part.
The expense of this forced, unfocused and barbaric approach is enormous. Prepare yourself. It is ugly, it is frightening and it’s familiar. A lot more work, more waste (both time and money), more frustration and lower gross. All of which means you put less money in your pocket, children’s academy fund and retirement account.
When you utilize the traditional approach and it is not working the symptoms you experience are more time spent working each week, more marketing that doesn’t create results, a lot less cash to operate and grow and more disappointment and frustration.
Eventually you lose, either by getting so burnt out that you can’t go on anymore or your dealership is forced to close because it cannot sustain its 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