There’s a special place that commands the attention of America’s consumers these days. It’s very hard to compete with, because it draws in even the most astute of consumers. Heck, we are all guilty of succumbing to its pleasure from time to time. You may not realize it, but you’re competing with a formidable opponent in today’s world. Friends, you are competing with the almighty “Couch.”
These days it seems harder and harder to get people away from their precious couches. It’s like they’re becoming the focal points of peoples’ lives! People have so much fun on those big, comfy things—watching (bad) reality television, surfing the web, downloading music, video chatting, social networking, gaming, you name it. There seems to be very little that will convince them to leave this cozy spot.
We believe, however, that you have a special opportunity to gravitate and motivate this group of potential customers, giving them a reason to abandon their sofas. All you have to do is speak directly to their desires, hopes and dreams so that they practically jump off their “keisters” and head directly to your store.
First things first—you must understand the miracle of the car business, which is that everybody wants a nicer, newer car. Knowing this, it becomes easier to figure out what their desires, hopes, and dreams are. Still lost? Allow us to help out a bit here: today’s consumers have a variety of issues that are keeping them out of the market to buy a car, but if they could, they’d most definitely like a nicer, newer car.
In our experience, there are a few issues that plague couch dwellers. Frequently these issues are credit-based. The fear of embarrassment that comes along with having less than perfect credit or little to no money for a down payment can be gut wrenching. In other cases, they may owe too much on their current car loan or they are stuck in a lease they don’t think they can get out of. These are perfect examples of ongoing conversations that you need to jump in on. If you can relate to your potential customers and commit to doing everything in your power to help them, you’re well on your way to earning their interest, their trust, and eventually their business.
Once you identify what makes your potential customers tick and why they won’t take action, you have to demonstrate what you can do for them. In other words, you must give value first. The message in your advertising, and what must be reflected at all levels at the dealership, should be that of a “solutions provider” and “trusted advisor.” If you pull this off, the couch potatoes will come to you and ask for help or advice when making a car buying decision. You’ll be seen as a friend and a trusted expert and couches will be abandoned all over town.
We say it over and over again to the dealers we work with: “Stop selling cars, start selling solutions.” No one wants to talk to a “salesperson.” They want to do business with people they like, know, and trust. Encourage your team to see themselves as more than a product pusher. Instead, lead them to be solutions providers—people that go beyond the car and truly recognize their customers’ needs as priority number one. Sure, the car’s features, bells and whistles are important. But if you can help solve your customer’s problems, the particular car they buy becomes secondary.
So don’t be afraid to take on the couch. You can handle it. Armed with the sound principles of Gravitational Marketing, you can do anything.
Jimmy Vee and Travis Miller are the founders of Rich Dealers®, the nation’s leading experts on attracting customers and the authors of Gravitational Marketing. Visit www.TrafficScale.comto request a complimentary Traffic Scale Report, which compares the quality of your traffic to other dealerships in your area and helps determine whether or not there’s potential business you’re missing out on. Use coupon code DMM1113.0