A common trait we have noticed among 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 merely to stay alive. There is simply no light at the end of the tunnel. Success feels light years away.
So what's the cause of all this burnout?
The chief reason for this is that the traditional method of doing business in the car industry is broken. Several of the old ways of attracting customers and marketing your product or service would no longer work.
So in reality, success IS light years for the dealer still making use of traditional lead generation and customer attraction techniques. 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 can't... and that's the reason many dealers are going under right now.
So what works? What can you do to refresh your efforts and start getting clients to your store?
It all begins by understanding things from your prospects' point of view.
You see, when traditional client attraction methods are utilized in the car business, the experience is as equally uncomfortable and unnatural for your leads and clients 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 a newbie hunter that wouldn't give up the fight. They feel pressured, hounded and beaten... and eventually a weak few may give in and move forward. But the greater part would run, and stay away for life.
This not only 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' conception of you. Interrupting them, bombarding them and puzzling them, not to mention wasting their valuable time is no way to build an authentic relationship.
You do not need a degree in marketing psychology to see how you are sabotaging your efforts by doing the types of promotion and hard selling practices as I touched on above. You are simply working against yourself-alienating more people than you attract... which of course makes for a horrible bottom line each and every month.
Well here comes the frightening part.
The cost of this forced, unfocused and barbaric approach is huge. Prepare yourself. It is hideous, it's frightening 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' college fund and retirement account.
When you use the traditional method and it isn't working the symptoms you experience are more hours spent working each week, more marketing that doesn't create results, a lot less money to operate and grow and a lot more disappointment and frustration.
Finally 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 its operating budget.
Author Resource:-
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 Get a Unique Version of this ArticleArticle Spinner
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