Archive for August, 2013

If the salesperson at a car dealership could earn the reputation of being less than ethical or even “lying scum” as one customer put it, then could a dealership salesperson also earn the reputation of being a trusted adviser and consultant? Of course they can.  In fact, they can earn a “Customer for Life”…

How do you gain a “Customer for Life”? You help them full circle with not just the purchase of their new vehicle, but the sale of their old vehicle and so much more. Imagine being the dealership in town with salespeople that are well known for educating the customer on the entire process of buying a new car, selling the old car, getting the most money for it, and getting the best financing available.

As a professional salesperson, what if you organized your own local seminar, roundtable, or speaking engagement with local community organizations? For example, you could go direct to young car buyers.

Some of the concepts that you can cover with teenagers or first time buyers include:

  • Understanding the importance of making your monthly payment on time, and how it can help build a positive credit history.
  • Negotiating the financial terms to fit your specific needs and situation.
  • Understanding the difference between buying and leasing.
  • Reading the fine print and only signing a contract that you have read, understand, and that does not contain blank spaces.
  • Asking questions about optional add-on products like extended service contracts, credit insurance, and guaranteed auto protection, and only signing up for the products you need and want.

If a professional automotive salesperson was willing to go hold a seminar like this for seniors at a local High School, what message would it also send home to the parents of these kids? Would it not send home a message that you truly do want to help your customers purchase a vehicle that is right for them and you really do want a “Customer for Life”?

Not to digress, but local high school cheerleaders and other groups are always trying to raise money for uniforms, trips, etc. by having a car wash. They are always at the shopping center pulling water from the Taco Bell or Burger King. Why not invite them to your dealership for a weekend? You want to “make some noise” when someone buys a car, watch cheerleaders! In fact, invite them on a weekend that you are having a BIG DIRECT MAIL SALES EVENT or whatever else your dealership does to promote that occasional “BIG WEEKEND EVENT”!

The automotive dealership is the heart and soul of most communities. There is no reason to have the reputation that some have. It will take a grass roots campaign, but before you know it, your dealership could be the “go to” dealership for your market. “Customer for Life” can and will happen for the dealership that is truly committed to their community.


It has become quite the lucrative business offering up car buyers “inside information” regarding car dealership pricing and even “undercover operatives” informing the public what REALLY GOES ON AT A DEALERSHIP. What “really goes on”? Give me a break…

The only company that should benefit from shelling out “car dealership information” like pricing, incentives, saving money and so on, is the car dealerships themselves.

Don’t let other companies profit by providing your customers with information regarding the purchase of a new vehicle. No one can help your customers find the car they want, need, and can afford, better than YOU!

We already know most customers come down to the dealership with a Rambo jacket on. We know women buy half the cars and influence the other half. Most car buyers hate negotiating and going back and forth all day with a car salesman. So we defuse it before it even starts

3 Points To Put In Your Next Mailer For Success:

1) Give them helpful tips like “know your credit score before coming down to the dealership”.

2) Point them to an article such as “understanding vehicle financing”.

3) Clear up myths such as “shopping around for vehicle financing negatively impacts a consumer”s credit score. Fact: An individual’s credit score will not be negatively affected if the inquiries are made within a 14-day period.

Again, no one can take care of your customers better than you. No matter what information a car buyer receives from KBB, Edmunds, True Car, etc., regarding the purchase of a vehicle, a dealership can always offer more to their customers. Take care of your customers and they will take care of you! Customer For Life…