Drive More Sales Using the 6-Gear Rule

Published: Mar 28, 2014 / Foter / CC BY

Dealer Marketing Magazine has come up with a witty metaphor for how automatic transmission can teach you more about marketing and sales. Here are their 6 tips, corresponding to the 6 gears of a car:

#1 Park Your Ego

When meeting a customer, it’s important to know that they don’t go to your dealership because of you, but because of what you have to offer. It’s harsh, but it’s true, so try to stay away from personal stories and focus more on your products.

#2 Reverse Your Course

Do not “chase down your customer with a cheesy, predictable message about low prices and great service.” Show them why your dealership really is the place they should visit.

#3 Neutral-ize Buyer Indecision

Never forget that customers need enough information, but provide too much of it and they will feel overwhelmed. Although it’s counter-intuitive, sometimes limited choice may be in your favor.

#4 Drive Your Message

Following the advice marketing experts is important, but you have a marketer right inside of you. Just “listen to your customers and their needs, and you will become the center of their solar system.”

#5 Second Guess Your Pricing

A lower price doesn’t equal a guaranteed sale. Sometimes people will pay more for the right kind of advice and guidance.

#6 Low-er Your Digital Dependency

While no one is arguing against your digital presence, think of how you are spending your digital marketing budget and you might be able to save a few bucks without compromising lead generation.

Read the full article at the Dealer Marketing Magazine.

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Victor Lance is the founder and president of Lance Surety Bond Associates, Inc. He began his career as an officer in the U.S. Marine Corps, serving two combat tours. As president of Lance Surety, he now focuses on educating and assisting small businesses throughout the country with various license and bond requirements. Victor graduated from Villanova University with a degree in Business Administration and holds a Masters in Business Administration (MBA) from the University of Michigan's Ross School of Business.