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My grandfather (a retailer and dealer over 70 years) likes to tell stories about the products that were sold on an order basis. One in particular was quite genius where he successfully mimicked the UK system by building a large fence blocking the view of the excess of VWs in the back lot. The sales people were trained to act as if the only cars in stock were ones for test driving. He said this system worked for a few years when VW wasn't going for huge sales numbers, and there weren't that many competing dealers. He said this was the most profitable way to sell a car.... create a low supply/high demand perception. Customers were more grateful of their purchases. Of course, people who pay more are usually more excited and happier.There are over 600 choices to a consumer buying a car in the $30,000 to $35,000 price range. All built by reputable manufacturers who back up their quality automobiles with very decent warranties and reputations. The price incentives on those vehicles are also very similar. Because these vehicles' build quality are improving every year these cars are breaking less and less. We have reached a point where the physical products the dealer sells sell themselves and the appreciation of repairing a car is no longer common place. We are in the maintenance world, and within that world the only thing a dealer can sell is an experience. The smart dealers are waking up to this now. Ling, no doubt that your aggressive and fun approach would succeed within the United States. Just being different would make you a winner and I don't believe too many US dealers have the guts to go to the lengths you have in presenting a fun personality. You'd kill it in the race to selling an experience!... you already are.
My grandfather (a retailer and dealer over 70 years) likes to tell stories about the products that were sold on an order basis. One in particular was quite genius where he successfully mimicked the UK system by building a large fence blocking the view of the excess of VWs in the back lot. The sales people were trained to act as if the only cars in stock were ones for test driving. He said this system worked for a few years when VW wasn't going for huge sales numbers, and there weren't that many competing dealers. He said this was the most profitable way to sell a car.... create a low supply/high demand perception. Customers were more grateful of their purchases. Of course, people who pay more are usually more excited and happier.
There are over 600 choices to a consumer buying a car in the $30,000 to $35,000 price range. All built by reputable manufacturers who back up their quality automobiles with very decent warranties and reputations. The price incentives on those vehicles are also very similar. Because these vehicles' build quality are improving every year these cars are breaking less and less. We have reached a point where the physical products the dealer sells sell themselves and the appreciation of repairing a car is no longer common place. We are in the maintenance world, and within that world the only thing a dealer can sell is an experience. The smart dealers are waking up to this now.
Ling, no doubt that your aggressive and fun approach would succeed within the United States. Just being different would make you a winner and I don't believe too many US dealers have the guts to go to the lengths you have in presenting a fun personality. You'd kill it in the race to selling an experience!... you already are.
