March 6, 2006

Nonsense Car Talk

A car dealer tells me that it's like clockwork: for every 100 people who come onto the lot, 20 will buy a car. It doesn't matter how the people are treated, the percentages never significantly vary.

I don't believe that. And there are several car dealerships written up throughout this country that have demonstrated not only the value of treating a person right when they come on the lot, but also treating them right once they've bought...because then they'll buy again...and again.

It drives me nuts when someone essentially thinks people are idiots...that they will act the same, regardless of how their treated.

I recently read some of the rules of marketing of a successful retailer who competed (and beat) some very stiff (and much larger) competition. Here are some of them:

1. Always tell the truth.
2. Always surprise the customer by giving them more than they expected.
3. Find a lot of little ways to make doing business with you a little better.
4. Never in any way embarrass a customer or make him feel ignorant.
5. When you don't know, say so. Never make things up.
6. Never pressure anyone into anything.

Looking at this list, I'm reminded of the time my partner and I visited several Oldsmobile dealerships in preparation for pitching a regional dealers' account. One dealer sold Oldsmobiles and Chevrolets. "What's the difference between an Olds and a Chevy," I asked. "Oh," he exclaimed, "the difference is that Oldsmobiles are better because they are hand made."

Mmmm.

Always tell the truth? Never make things up?

Get real!

One of the things that's great about the world of marketing today is that people have so many choices that they don't need to buy your product or service. There's always another one ready to take their business. And that puts a premium on smart marketing...the ability to provide straight talk, complete information, and genuine service customized to each individual's needs.

Anything else is nonsense.