Why would a dealer decide to do no advertising of any kind? The dealership I currently work for has made a decision to do zero advertising, and as a result we have nearly no foot traffic.
I can't fathom why anyone would make this decision, do you?
no mailers, no radio spots, no tv time, no newspaper ads, nothing...............I just don't get it.
What do you think?
That's absolutely absurd! It's not the first time I've heard that though! One of my favorite quotes is
"A man who stops advertising to save money, is like a man who stops the clock to save time." Spoken By Henry Ford during The Great Depression
Maybe the dealer has not found a successful way of advertising, maybe he's been burned a time or two. That'll definitely put a sour taste in any dealer's mouth. At any rate, completely halting all advertising is like throwing in the towel. You might as well close up shop now! The good news is there is help! Spike TV just picked up a new Reality Show called Car Boss, you might find it beneficial to mention it to the owner. Here's some more info on it...
Each week on "Car Boss" automotive industry expert Tom Stuker and his team take on the challenge of working with a different dealership - both used car and new car dealers - to help them make the move to becoming better at selling cars. With his more than 30 years of experience working with over 15,000 dealerships around the world, no one knows more, has seen more, or has been more effective in the automotive industry than Tom Stuker. With over 600 million cars in the world today, there is a lot of work for Tom and his team to do. They observe and analyze all aspects of the car dealership, and then implement improvements and change. Sometimes the challenge might be the people and how they go about their tasks - and some hallmark Stuker methods can make the key difference! Other times, it's the marketing and sometimes it's straight-up customer service. Whatever the list of challenges, over the course of a week, Tom and his team of experts take on the task of making the dealership better than it was when they found it!
IF INTERESTED PLEASE EMAIL ME YOUR NAME, POSITION, AND A DIRECT CONTACT NUMBER WHERE YOU CAN EASILY BE REACHED.
IF YOU HAVE TIME, A SMALL BIO ON YOUR DEALERSHIP WOULD BE VERY HELPFUL AS WELL!
My email address is email@example.com
This is YOUR business. Do not worry about what this dealer will do or not do. The question is do you know how to develop your own business so YOU can be successful. If I may make a suggestion... Go to www.salesstud.com (It's free) and look up building your own business and prospecting. If you do what they tell you to do, you won't have to worry about what anyone else is doing or not doing...
Tomas believe it or not, the dealership has done you a favor. Bob Gaber was correct when he said that it is your business! The question that you need to be asking yourself is how can you adapt and grow in order to remain employed before the dealership finds someone else to do your job. The reality is that it is only a matter of time before more dealerships begin to shift there focus from advertising for leads to hiring business developers who will generate there own. Here is your action plan, change your perspective. To this point they have been providing you with leads and you sold a percentage of those leads so they owned you, however If you generate your own leads by learning how to build, maintain and manage your book of business, you will become indispensable and incredibly profitable. There is a Chinese proverb that states, "give a man a fish and he will eat for a day, but teach a man how to fish and he will always eat" Does this sound like the position that you are in? As a fellow Marine, I know that you were taught how to improvise adapt and over come, well here is your chance to take your game to the next level. Reach out to me if I can help.