Pretend I just walked into your office. We had an appointment to sit down and discuss your training needs, and the possibility of you hiring me to teach your sales staff how to close more sales and make more money. If we had a conversation like the one that follows would you hire me? (I’ll skip the beginning and cut right to the fun part)
You: There are lots of trainers out there, what makes you the right choice? What’s different about your system?
Me: Great question, I’m glad you asked. There are 3 keys to my sales system that make it super powerful…
You: Um, what are they?
Me: Whoa, slow down. First you have to pay me. Let’s say $20,000/month to start.
You: That seems a little steep, what am I getting for that?
Me: Alright, the first key to my system is to have your salespeople open the conversation the correct way. If the first words out of their mouth when they greet a customer are anything but a price, they should be fired on the spot.
You: What? You’re kidding right? Obviously we want them to start with a warm and friendly greeting that makes the customer feel comfortable and makes a good first impression.
Me: NO! It’s all about the price. That’s the only thing that people care about. We will just give them a number and tell them it’s the lowest the price has ever been.
You: But won’t people catch on to that? It seems pretty silly to keep telling people we have the lowest prices ever…
Me: Trust me.
You: Well I guess if it doesn’t work we can quit paying you, it is guaranteed right?
Me: You know, it’s probably better if you don’t even really pay attention to the results. Just keep paying…
You: That makes absolutely no sense, I think you should leave…
Me: Tell you what I’ll do, I will wear clothing with your logo on it every day. That will get your name out there. That way when someone is looking for a vehicle they will think of you because they saw your logo. I’ll be building your brand.
You: So let me get this straight… I’m going to pay you $20,000 a month to teach my salespeople to yell prices at customers and get our name out there by showing our logo to everyone who will pay attention to you?
You: And you don’t want me to measure the results and hold you accountable?
Me: It would be better if you didn’t. You can’t really measure the value of a good brand.
Well, go ahead and fill in the blank in the comments section below. What would you say?
Obviously I’m goofing around a bit, but isn’t this how lots of dealers look at their advertising? I know that most of the active participants here on Drivingsales are far beyond this stuff. Most of you track your results and are focusing on pulling rather than pushing your customers, but most car ads you see and hear are still the loud yelling, price focused crap that our industry is known for. It baffles me that people who can be so good at showing value and selling vehicles can turn completely retarded when it comes to advertising. These dealers would cut a salespersons head off for ignoring a customers’ wants and jumping straight to the price conversation all of the time, why would they advertise that way?