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Last night the new season of Mad Men premiered, the show that follows the tale of an ad agency on Madison Avenue NYC, garnered much hype last year after the Jaguar episode.Either way, this season opener caught my attention because of the message Don was trying to sell to Sheraton Hotels.
“I think we’re not selling a geographical location; we’re selling an experience, “ Don said when he was presenting his ad idea.
Don was sent to Hawaii on, “a work junket”. When he returned to the office from Hawaii he told his colleagues, “I had an experience. I don’t know how to put it in words.” The experience Don had in Hawaii was superb, even so much so that he kept thinking about it, couldn’t get the sound of the ocean waves out of his mind. The experience. Now Don might be questioning his existence in this episode but that’s not the point I’m trying to drive home here.
Dealerships need to sell the experience
This is something that ActivEngage does very well for your dealership. When a person comes in and chats with one of our Virtual Sales Assistants (VSAs), they are professionally greeted and immediately find themselves receiving answers to their questions while also being guided through your dealership’s website to the pages they are looking for. They are not pushed for their contact information or for a salesperson to call them right away.
Your sales staff should be doing the same on your showroom floor. It is not just selling a car from your inventory so you hit your monthly sales goals. It is about providing an elite consumer experience whenever someone comes in contact with your dealership. Start selling the type of experience a visitor can have at your dealership or on your website (You can buy a new car in less than an hour, professional and knowledgeable staff help you decide what vehicle is best for your family, etc.)
How can you sell the experience--Mad Men style?
First, let’s reword this statement Don said about his experience in Hawaii, “I think we’re not selling a [insert vehicle name], we’re selling an experience.”
Now it’s time to consider:
What can it offer for a specific demographic? (busy mom, soccer dad, college grad...etc.)
How does it feel to drive your vehicle?
What is the primary purpose for purchasing this vehicle? (Leather seats for easy cleanup, cargo space, MPG saver...etc?)
What is it like to buy a car from your dealership?
Let’s put it all together now:
I think we’re not selling a Honda Fit, we’re selling an experience. This vehicle is easy-to drive, with the back seats fully down it has a lot of cargo space, and it’s fuel efficient. For you, this means you’ll never have to worry about fitting into a parallel parking spot, seeing if you’ll be able to fit your drum set in the car, or worry about too many trips to the fuel pump. It’s perfect for a musician like yourself.
What do you think of last night’s episode? Do you think you’ll be able to sell the experience of owning a certain vehicle to a potential customer? Comment below!