THE TWELVE DEADLY WORDS OF AUTOMOTIVE RETAILING in 2021

 

 

 

 

 

 

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.

 

 

 

 

 

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