For most dealers, getting customers is the biggest stumbling block keeping them from achieving breakthrough success. The traditional customer acquisition process is frustrating for dealers and hard on their prospects and customers.
When you market your dealership using traditional lead generation and customer attraction methods your job becomes the seemingly endless task of posting cars, reducing prices, responding to price and vehicle inquires and dreaming up new ways to discount. Phew, that’s a lot of wasted hustle that results in not a lot of gross or net profit.
Long story short. You end up burnt out with a reputation for being a product pusher and ultimately a personal feeling that all-things marketing, sales and promotion are a waste, especially traditional media opportunities.
The Typical Car Dealership Customer Attraction Strategy From Your Prospects’ & Customers’ POV
When traditional customer attraction methods are used, the experience is as equally uncomfortable and unnatural for your prospects and customers as it is for you. The customer is on the receiving end of your manual brute force efforts and often feels like an animal being chased by an amateur hunter who won’t give up the fight. They feel pressured, confused, uncertain and overwhelmed by the process, the information and experience.
Don’t think for a second this only applies to your internal sales effort. Your external marketing is doing an equally brutal hack-job on your personal and corporate brand and on your prospects’ or customers’ perception of you and your store. Interrupting them, bombarding them and confusing them by pushing vehicles, prices and discounts, not to mention wasting their precious time, is no way to build an authentic relationship with your prospects and customers.
Here’s The Scary Part
The cost of this product pushing approach is huge. Prepare yourself. It’s ugly, it’s frightening and it’s familiar. More work, more waste (both time and money), more frustration, less traffic and lower grosses. All of which means you put less money in your pocket, kids’ college fund and retirement account.
The Natural Way To Attract Car Buyers
If you want to end the stress and frustration of getting customers and selling more units so you can finally have a business and life that is what we like to call ESP—Enjoyable, Simple and Prosperous®, then you have to change what you’re doing. The old way is out and today’s economic environment demands new methods. But what action should you take? Good question. We have answers.
Gravitational Marketing® eliminates the unproductive, awful and forced approach of interrupting, chasing and wearing down prospects to get customers and finally allows you to attract high quality, profitable customers who pay more, stay longer and refer repeatedly…customers who are far more fun and enjoyable to do business with. These customers respect you and want to work with you. They weren’t forced into making a decision they now regret. They are not seeking specific vehicles and aggressively researching other dealers. They aren’t Internet shopping and beating you up for the lowest possible price or demanding a deal that’s a million bucks under invoice, tissue and hold back.
Your Gravitational Marketing® Plan Of Attract…
…will allow you to befriend the right kind of prospects who are most likely to be interested in what you have to offer. It then creates in them an eager want for you, your dealership and your expertise. They come to you for what you can do for them, not what you can sell them. They come for help and leave happy. They seek a solution to a problem that your dealership can solve. They come for expertise and they leave with a car.
When you harness the natural power of Gravitational Marketing® and put it to work for you, you will be the only and obviously choice in your market. You’ll dominate the market and have an unfair advantage over all your competitors. You will be regarded as the resident expert in the automotive field and you will be sought-after instead of being a chest pounding, street-walking, ad-dollar-wasting, glad-handing huckster.
By harnessing the laws of Gravitational Marketing® you will create a natural system – a system that can be put on virtual autopilot – that attracts customers and delivers leads while you focus on improving the systems in your dealership, developing your employees and giving back to your community. It gives you your life back and allows you to spend more time with family, friends and live the lifestyle you ultimately got into the car business to create for yourself.
The Science Of Attracting Customers
Yes, it sounds too good to be true, but Gravitational Marketing® is very scientific. It’s not a fantasy creative world full of slick slogans, glossy ads, spinning logos and flashy graphics. It’s not about the marketing trick of the day, some one-shot mail blast, a road show smash and grab or the hottest technology gimmick on the Net.
Real customer attraction… done right… is a science. It’s about hypothesizing, testing, measuring and results. It’s about formulas, principles and systems… numbers, data and analytics.
This is the kind of marketing you need to be engaged in if you want to maximize every opportunity by naturally attracting customers. It’s not as glitzy or fancy as those new, shiny objects but it’s real, sustainable and dynamic. It’s the hard work that makes running a car dealership the sweetest game on earth.