The only reason I stopped driving my 2002 Saturn was to satisfy my bride’s suggestion to upgrade my image. My daughter then drove the car until it recently shuddered and died.
So we took advantage of President’s Day car sales, where the debate centered on Corolla versus Civic. As our two previous purchases were Civics, we started at the Honda dealership.
The showroom was fairly empty as they played the sales game, “No price until you commit.” The casual mention of cheap, new 2018 models still available caught our attention, but we weren’t yet ready to deal.
While leaving, I requested a brochure with the 2019 specs and Mr. Sales Guy responded: “Sorry, they’re gone.” Hmmmmm.
Seeking a 2018 leftover, our next stop was a busy Toyota showroom. These guys had their act together, marketing-wise, played no games, and were prepared with proper collateral.
True, there were no 2018 models, but we did score a great deal and drove home happy.
You never know what will capture a prospective customer’s attention. Realtors stage houses. Retailers develop sales promotions. Restaurateurs seat patrons at the window.
Each strategy is meant to persuade would-be buyers to explore further, then make an immediate purchase.
Car buyers need delicate handling, though, as they’re typically defensive and disgusted even before they enter the showroom. They yearn to feel like they’re getting a straight deal, want to be romanced a bit, and won’t be pressured into buying before they’re ready to sign a contract.
Given the size of their purchase and the length of time they must live with their decision, this attitude shouldn’t surprise anyone.
However, you’re making a mistake behaving like these Honda guys did. They insisted on games we asked them not to play, weren’t prepared with the right sales tools, and appeared to take us for granted because we’d bought their brand before.
This kind of strategy is a guaranteed mistake.
Regardless of what you sell (and no pun intended), we live today in a world where customers want to feel they’re driving the buying process. Treat these customers with respect, don’t manipulate them, and you’re sure to close the deal every time.
With that said, I wish you a week of profitable marketing.
See sales opportunities you’re missing at www.askmrmarketing.com