SITUATION:
There are twelve words that should be removed from all communications directed
at people seeking to purchase, lease, or share the use of a new vehicle.
The use of these words no longer serves the needs of the customer or the automotive retailer. [or the Manufacturer]
HERE ARE THE “DEADLY” TWELVE ASSOCIATED WITH THE PROCESS OF PURCHASING A VEHICLE:
MSRP Has come to mean nothing to the buyer, the dealer or the sales transaction
Dealer Suggests that dealers “deal” and that undermines trust immediately.
Deal Thee is NO such thing as a “deal”. One cannot pay a little & get a lot.
Incentives Term suggests something has to added to incent the sale & create value.
Consumer People who buy an asset called a car/truck do not “consume” the vehicle
Trade in Really not trading but rather exchanging one asset for a better one.
Sale Suggests that the vehicle that is on “sale” has been difficult to sell & to find a buyer
Retail Leads prospective buyers to sense that are levels of price and value
Leads Those who sell vehicles still rely on a third party lead generator to build a clientele.
Buy Purchase is a better word and does not limit the transaction to just buying
Shop Select in this day of advance research prior a purchase;
Markup Implies that price to acquire-the-use of a vehicle varies & is arbitrary.
SIGNIFICANCE:
The use of these words in the process of acquiring the use or ownership of a vehicle
has created a situation that does not serve the retailer nor the client-customer.
SOLUTION:
Stop using these words to sell a vehicle immediately.
Auto Retailers should seize on a new and timely marketing strategy and process.
By adopting a new language, strategy, and process, auto retailing will gain a whole new business model.
The image and status of an auto retailer will change overnight.
