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Do You See what Your Customers See?

As we continue our conversation about Zero Moment of Truth, where customers research you and your products online, let’s not forget what the First Moment of Truth is: When people contact your dealership. I want to focus on what happens when customers get on site and how what happens can affect the sale. To explain my point, at a recent workshop I posed this question to readers: What are some things that customers saw upon coming to ...

Do You See what Your Customers See?

At some point, we’ve all been guilty of it…embellishing upon the truth, that is. We tend to believe that our little exaggerations or minor untruths won’t catch up with us. We do it in our personal lives when we hype up a good story shared with friends and colleagues, or when we “oversell” a particular item we’re hawking on Craigslist or eBay. When it crosses over into the business realm, however, as many car dealers do in their advertising and marketing campaigns, this practice can come back to haunt you. A recent Attorney General settlement in Arizo...

How to Create Your Best Car Sale Ever!

For the past 40 years I have been putting together one car campaign after another. Some sales have been bigger than others—some have laid a big fat goose egg and some have turned an also-ran dealership into a success story. But one thing is for certain; If you don’t properly invest in advertising, you will fail. So, here is my prescription for a successful car sales event: You need a plan. I mean a plan. Not just waking up on Monday morning and making a decision to have a weekend sale. I’m talking about a strategically planned event. · &...