Short Term VS Long Term Success
According to Gerald Zaltman, professor emeritus at Harvard Business School and author of “How Customers Think: Essential Insights into the Mind of the Market” car dealer advertising that “yells” at the consumer only provides short term success. He cites that only people who are interested in buying a car at that exact moment will even listen to the message. Which causes a bump in sales for the time the ad is running.
However Zaltman notes car dealers ads contribute to their negative publicity and hurt them in the long run.
“In one study we did involving auto dealerships, customers described themselves as feeling like `prey.’”
He believes dealers would benefit, “from a more respectful yet engaging style of communicating and establishing awareness.”
However dealers can’t pin their hopes on long term success. Everyone in the business knows you must produce month end and month out.
But perhaps instead of just “screaming” prices and rebates at a customer, you also provide reasons to come to your dealership in the future.
Branding your dealership is not just limited to playing a jingle in your spots. You have to find that niche that makes you unique compared to your competition. Otherwise you’ll always be struggling to find the short term solution to your sales problems.