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Jared Hamilton
From: Jared Hamilton
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Jim Bell

Jim Bell National Sales Executive

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Fudge!!!

I am just finishing up a great family vacation over the last week to Myrtle Beach.  As I think back, I think of the different experiences I had throughout the week and how it can relate to the car business.

One number stands out from the week. $55.67. That is how much we actually spent on 5 lbs. of fudge. That is not a typo.  It was 5 lbs. of fudge.  Crazy, right? I think back on it, and it was a total experience. It wasn't your typical fudge shop where you walk in and just pick out the fudge from behind the glass. It was a whole production. Picture four fudge makers working around the marble tables singing songs that they made up to tunes from the 50s and 60s. They sing, dance, hoot, and holler as they are making the fudge you are about to take home because they know they will have you sold. It was a whole production. They give you samples as they are making the fudge. Then they go for the close and tell you all about the special. Heck! I got $72 of fudge for $56! What a great deal I got! O.K, maybe not, but I was caught up in the moment just like my wife and kids;  but most of all, I was sold.

Now, let's look at this from the car dealer experience.

1.  Are we doing the things and building the value in our fudge (make and model we are selling)?

2.  Are we doing the full walk-around (the whole production)?  Have fun with the customer after building some rapport. That will help you sell the fudge.

3.  Be confident. If you are not confident when you ask for the sale, you are showing a weakness with the customer and they will go for your jugular. Be strong in your presentation and justification in your pricing.

4.  Are we asking for the sale? I have to say that most of the sales that we lose are the ones that we don't even ask for it and give yourself a chance.

5.  Are we closing the deal with the customer? Yes, we have to ask for the sale, but we have to overcome the objections that the customer is bringing up (see Nicki's latest blog postings on overcoming objections).

If we take the sale of a vehicle like these guys that were making and selling fudge, you will be successful in getting to the end of the road on the road to the sale.
 

Matthew OSuch
I was in Myrtle Beach last week and visited this store too! They put on an excellent show, unfortunately for them we had just visited the "Its SUGAR!" store, and spent our glucose fueled stimulus there. I agree with your analysis Jim, sell the sweet parts of the vehicle; Its not just 4 doors and an engine, its an experience. Follow through with the brand message of both the store AND the OEM. There's few things more disappointing in a shopping experience than when the marketing and point of sale messages are not aligned. Mmmmm, fudge!
Jeff Simonton
So, the Fudgery hasn't claimed their Google Places page, and they have 3 yelp reviews which all refer to the store as expensive. That isn't the image any dealership wants to project. I like the experience concept, but let's be realistic about the extent to which a good experience allows a dealership to overcharge a customer. I'd be happy to see that great experience hold gross.
Jim Bell
I have seen first hand in our store where the experience is what people love and there is a LOT LESS negotiation going on in our dealership. The whole point of this post was the experience. If your salesperson is short cutting, I will guarantee that your gross is lower than deals that the salesperson builds rapport, does the full walk around, and has fun with the customer.

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