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Quality v. Price

Need for Certainty

The Need for Certainty

Certainty is the Antidote for an Overdose of Variety The automotive market offers a phenomenal number of choices to vehicle buyers.  This choice includes the number of makes and models, as well as the number of dealerships to buy from, the financing options and choice of financiers.  Additionally, there are more secondary sellers (brokers) and [...]

Filed Under: Sales Management
Bigger Slice of Pie

Get a Bigger Slice of Pie

In the last few years,  I have several times been invited, as a prelude to training programmes, to address teams of Sales Managers on how to grow their business without simply sacrificing profitability.  This article is a blend of the content of those addresses. Your Market Pie For the sake of this discussion, the pie [...]

Filed Under: Automotive Sales Training, Sales Management, Training
Free Car Servicing

Free Car Servicing

I have noticed that several car brands in Australia have been offering free service with the purchase of a new car.  Other brands have done it before and I am not surprised that they no longer do. We have mostly seen free service introduced as an emergency solution to try and automatically overcome the perceived [...]

Filed Under: Automotive Marketing
Price-Only Marketing

Price-Only Marketing Damages Premium Businesses

Several years ago when working with a manufacturer I was asked for my thoughts and advice on their latest 'marketing' promotion. The company was advertising their cars at $5,000 off RRP (that was the marketing message).  They had print ads, a direct mail program and an electronic mail program. I told them that my first [...]

Filed Under: Automotive Marketing