subject: Hate The Hard Sell? Here Is A Better And Easier Way To Get Rich In The Car Business - Part 1 [print this page] A common trait we've 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 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 just because the conventional method of doing business in the car industry is broken. Many of the conventional techniques of getting clientele and marketing your product or service would no longer work.
So in reality, success IS light years for the dealer even now utilizing traditional lead generation and consumer attraction means. How can you run a business whilst chasing down leads, making numerous 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 could you do to revitalize your efforts and start attracting clients to your store?
It all begins by understanding things from your prospects' point of view.
You see, when traditional client attraction means are used in the car business, the experience is as equally uncomfortable and unnatural for your prospects and clientele as it is for you.
The customer is on the receiving end of your manual brute force efforts and often feels like an animal being chased by a newbie hunter who wouldn't give up the fight. They feel pressured, hounded and beaten... and ultimately a weak few might give in and move ahead. But the majority would run, and stay away for life.
This not just applies to your personal sales effort but also to external marketing. Your external marketing is doing an similarly brutal hack-job on your personal brand and on your prospects' or customers' 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 require 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 just working against yourself-alienating more people than you attract... which of course makes for a horrible bottom line each month.
But here is the frightening part.
The expense of this forced, unfocused and barbaric approach is enormous. Prepare yourself. It is hideous, it is 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 money in your pocket, kids' academy fund and retirement account.
When you utilize the traditional approach and it isn't working the symptoms you experience are more time spent working each week, more marketing that does not 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 maintain its operating budget.
