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Buy media space in local newspapers and classified listings. If you have the budget, run ads on local radio and television stations and rent outdoor advertising billboards. Target your advertising to the right demographic. There will be little point in paying for an ad on a radio station that broadcasts to 16- to 25-year-olds if you’re selling high-end executive cars. Come up with special offers to run in your ads such giving away a free tank of gas or a year’s free insurance with every sale for a limited period.

This approach means more stale branding and marketing that gives consumers little reason to remain loyal in the automobile market. Automobile advertising and branding has become as clichéd as the bad guy in a movie having a European accent.

If you’ve been in business for a while and tracking your dealer marketing strategies diligently, your marketing efforts don’t have to be a guessing game. Go back in your records to look for lulls and boosts in sales during the spring and summer months of past years. Try to figure out what may have been going on during those periods of time—did you get a boost in sales after the local newspaper ran a story about your dealership? Was there a big dip in sales in two weeks during July 2015 because your area had a damaging hurricane? Look for what you can control—and what you can’t—and use those insights in your planning.

Our company is comprised of many parts, working together, to form marketing strategies unique to every client. By integrating each part, we create consistency and heighten message and brand awareness. We target and re-target to keep our clients in front of their customers and prospects so that traffic converts to leads. And the proof is in the results!

No matter where you buy, you have to perform your due diligence. We’ve seen certified pre-owned luxury cars that have been previously wrecked or have other problems. A totaled car was sold as “certified” by a Mercedes-Benz dealer. The dealers like to advertise things like 175 point inspections but in reality these don’t mean much and they really don’t do much to recondition the cars other than normal detailing. Please do the proper background check on any used car and get an AutoCheck report.

If you’ve got a unique item on your lot that draws attention to your business, then you’ve got a marketing idea that will continue to pay off every time people see it. Some used car dealerships have put old firetrucks on their lot with their ladders extended. It could be a classic car, and old car, or a famous replica of a movie car. As long as it fits with your personality, you’ll have a good marketing item.

38. Rental cars can be a good used-car option. Rental car companies have strict guidelines on vehicle maintenance and, as a rule, will follow the carmaker’s recommended services to the letter. They will almost always have higher miles than usual for the year, so they can often be picked up at a good discount. And contrary to popular belief, not all rental cars are used for racing and burnouts.

I would beg to differ. New cars sometimes have issues, recalls, etc. I went from a Geo Metro that I did routine maintenance on only, and throwing in crappy gas to a new Mazda3. The new car had to have a fuel pump replaced in the 1st month of ownership. 60k in I needed to replace one of the engine mounts. There are also TSB’s on the Mazda3 that I didn’t address (brake noise being one of them). Don’t get me wrong, I like my car. All I am saying is if a smart buyer does his/her homework then I would think that purchasing a 1-2 year old used car of a dependable product line would be a crap shoot in terms of long term of a similar product line in the long haul.

Savings could come from selling via Web channels. In the U.S., OEMs are barred from bypassing dealerships, a prohibition that electric carmaker Tesla is campaigning to eliminate. Rather than opposing Tesla, as some auto makers have, U.S. OEMs should view this potential change as an opportunity to innovate. OEMs are finding that as customers use the Internet to research car purchases, they do less shopping in person. Car buyers are now visiting between one and one-and-a-half dealers before buying a car, compared with visiting four or five a generation ago. Using analytics to assess this data for demographic and location trends, auto makers hope to gain savings from inventory and dealer facilities management. They can target customer preferences more effectively and place the appropriate mix of retail formats in the right areas.

We often tout the importance of providing value, and while a new car is certainly valuable, using social media to empower and motivate your entire workforce so that they can help your customers out has a much bigger effect.

Digital transformation looks different in every industry and every company. In general terms, it is the integration of digital technology into all areas of a business. That integration leads to fundamental changes in how the business operates and delivers value to its customers.

Finally, I’m going to call 2018 the year of the pretender. The language from the vendor community is going to sound the same, but the results will be wildly different. Anyone can put a V12 sticker on a trunk lid, but when it comes time to open the hood, most will still have a wheezing, decrepit, four-cylinder still burning oil.

The Assumptive Close helps put the sales professional in a better state of mind as they assume that the customer is going to make a purchase. As long as the sales pro makes sure that they cover each step of the sales process and provides enough value to the customer, assuming that the sale will close, is a powerful and highly effective closing technique. If you learn only one close, this is the one to learn.

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