Automotive Marketing Professional Community for Car Dealers and their Managers
For all of us who remember the sales floor before the Internet, we remember when we were King. We knew more about selling cars and had more information than any customer. We manipulated the customer like a piece of clay. We made huge commissions off of customers that had no idea what they should be paying for a car. Dream of forever.
Those days are long ago and far away. Today, the customer is king and we must prove our professionalism like never before. We must know our product and know our competitors. We must deal with transparency. Customers often have as much or more information than we do.
This brings our successors to the forefront. Those who understand today's customers because they are one and the same. Steps to the sale; they're changing whether we like it or not. Don't feel threatened.
Accept change and become part of it. Opportunities abound. If you could learn to take advantage of the opportunities of the past, you can learn again... if you want to. Strive, once again, to be the best.
Written by Tom Gorham
Editor, From The Trenches