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 have observed amongst many dealers lately is burnout.
Dealers are burnt out with the auto business, they are burnt out with chasing leads and theyre sick to death of forcing outcomes merely to stay alive. There is simply no light at the end of the tunnel. Success feels light years away.
So whats the reason of all this burnout?
The major reason for this is that the traditional technique of doing business in the car industry is broken. Several of the old techniques of attracting clientele and marketing your product or service would no longer work.
So in reality, success IS light years for the dealer still utilizing traditional lead generation and customer attraction strategies. How could you run a business while chasing down prospects, making numerous calls, pushing for meetings, clinging to the hard sell and forcing outcomes all at the same time?
You cant and that is the reason many dealers are going under right now.
So what works? What could you do to revitalize your efforts and begin getting clients to your store?
It all starts 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 an amateur hunter who wont give up the fight. They feel pressured, hounded and beaten... and ultimately a weak few may give in and move forward. But the greater part will run, and stay away for life.
This doesnt just apply 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 customers' 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 dont need a degree in marketing psychology to see how you are sabotaging your efforts by doing the types of promotion and hard selling habits as I touched on above. You are simply working against yourself-alienating more people than you attract which of course makes for a horrible base line each month.
But here is the scary part.
The cost of this forced, unfocused and barbaric approach is huge. Prepare yourself. It is ugly, it's frightening and it's familiar. More work, more waste (both time and money), more frustration and lower gross. All of which means you put less cash in your pocket, children's college fund and retirement account.
When you use the traditional approach and it isn't working the symptoms you experience are more hours spent working every week, more marketing that does not produce results, less money to operate and grow and a lot more disappointment and frustration.
Finally you lose-either by getting so burnt out that you cant go on any longer or your dealership is forced to close because it cannot maintain its operating budget.
