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Jared Hamilton
From: Jared Hamilton
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Paul Potratz

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No, It CAN’T Wait

No, It CAN’T Wait

Procrastination

We all know about it– continuously pushing things off until the last possible moment, always saying tomorrow, next time etc. Well one Argentinean publisher says no more, recently developing special ink that will disappear within two months time of coming into contact with the sun and air, allowing a reader a limited time to complete the book before all the ink vanishes.

I believe this is a very effective way to ensure the product is seen and used. It’s very easy to make a purchase and then never use it. I mean I know I have lots of outfits in my closet still with the tags on them; but given the idea that they would dissolve within a few months time, I might consider wearing them especially since the alternative would equate with having just thrown my money away in the trash. I’m sure there will be many people who will not purchase the product knowing it won’t last, but I think there will be a lot of people who will purchase and subsequently use said product in order to beat the constricting time limit.

I think it’s important to apply this way of thinking to your car dealership; how can you make something non-lasting? Now I’m obviously not suggesting we develop dissolving cars; that would just be crazy, but I am saying providing some serious incentives to your customers. Why should they buy this now? Most people purchase a vehicle when they need one, not because they want one but if the deal was really sweet wouldn’t you consider the purchase a little bit sooner?

What Customers Want

Offer your customers something worthwhile. Now, I know you can’t just go out on the lot and decide the prices of vehicles, but you can provide really strong incentives for why they should buy now. The words ‘for a limited time’ are extremely effective because let’s be honest, nobody wants to be the one who missed out. Establish programs that only run for short periods of times such as come in before 3pm to save x amount of dollars on a selected service.

In addition, you could develop contests such as the 100th person to come in a test drive this car today wins an iPad. The opportunities are endless; depending on your dealerships location you could work with a local organization to help promote an event such as free tickets to a theme park, the movies, or even a gift certificate to a popular restaurant.

Have you given your customers a reason not to wait? What are you waiting for?

Jeremy Alicandri
True, better not wait until tomorrow!

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