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How often have you heard a customer say, “I just don’t like the look of it” They are not sure what exactly turns them off from this vehicle despite all the amazing features it has that they want. People’s taste change in automotive style with the ease of the wind blowing so it can be very difficult for a dealership sometimes to draw people in that may not like the “look” of the vehicle on their lot.
Imagine the year 1908 and the Ford Model T has just come out. People’s reaction was all across the spectrum. Now look at today’s “modern” cars and check out the car doors for a moment. The rear doors are higher than the front doors and the windows are shorter in comparison to the door skins. Yes, this decreases the height of the rear windows and thus decreases the viewing area for the driver but it makes the cars look “faster” and sleek. Now do a comparison to the two cars – Model T and Today. Amazing how the heart of the car is still visible – the vehicle is merely a way to transport you from point a to point b in comfort and style. Your sales staff should align themselves with the customer and be sure to focus on attributes that are important to the customer find ways to make the “look” transform in the eyes of the customer into something they love rather than find fault in. Remember what Henry Ford said “Don’t find fault, find a remedy.” Cars are exciting fun modes of transportation allow drivers the chance to be in control.
When designing new automotive marketing strategies think back to the beginning of the automotive industry. People are sometimes reluctant to change but with the right attitude any marketing campaign can take hold.