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| leeds Member Since: 28 Dec 2009 Location: West Yorkshire Posts: 8581  
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Staff in the showroom who actually know their job, know the law, and have knowledge of the vehicles they are selling.
Also staff who actually listen to potential customers requirements. Until the staff are correctly trained no amount of marketing material/ campaigns will make up for the poor product knowledge, poor customer relationship etc. Sorry if that sounds harsh but I have walked away from buying vehicles for various staff related issues. So staff training should be high up that list of marketing as no amount of glossy material etc makes up for poor staff. Brendan |
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12th Apr 2015 9:26am |
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| Cupboard Member Since: 21 Mar 2014 Location: Suffolk Posts: 2971 
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The only advertising I've experienced for local car dealers has been radio advertising.
We fairly frequently get blurb through from the tractor dealers, and we usually have a chuckle at the prices being so bad. Most recently we've had stuff through from the local Fendt franchise (best tractors you can get) which are substantially higher than ones we've been quoted by the local independent Fendt guy (who gives good service, unlike the official people) and New Holland (decent but not a patch on a Fendt) and they were higher again still. So yes, if you're putting prices of second hand stuff in, make sure it's sensible! Unless of course you're catering to gullible idiots, in which case make up whatever you like. |
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12th Apr 2015 9:48am |
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| JJ Member Since: 18 May 2009 Location: Winchester Posts: 932 
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As I am sure you are aware with a big ticket item you can only really sell to someone that is ready to buy.
To that end the most important factor is the right stock at the right price. The marketing will then be dictated by your offer so are you going for a niche market or a more general market , high end or low end. They all need a different approach and have a very different audience to attract. Agree that once you have spent the marketing money and the customers are beating the door down then it can all be thrown away with poor quality staff. |
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12th Apr 2015 11:29am |
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| martinfiattech Member Since: 13 Nov 2013 Location: leicester Posts: 422 
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Having been in the motor trade for the last 25 years. ( main dealer and indy shops) I`ve seen lots of sales gimmicks, con tricks, etc. Dealers need to wake up to the fact that the customer is a lot brighter, we have the internet at our disposal.
We know a good deal when we see one. So we can afford to shop around. The economy is far from stable, and who wants a massive finance package on a deprecating product. When your on a two year contract ? Or self employed ? It would seem the dealers are now only interested in selling a vehicle as a fashion item, or a means to an end. That end being a finance package. Which only rip off the customer. My brother is a new and used sales manager for Evans Halshaw group. The targets he is now expected to meet are ridiculous to say the least. They have now just taken on a Dacia franchise. This is a fixed price marque. He`s just done the figures, they will make roughly £300 profit on each car they sell, Don`t forget the salesman`s pay is based on what he sells, and up sells. So he`s looking for a way out quick, as it will effect his take home pay. When I was looking for my present 90. I went to the local dealers. I deliberately went in my works clothes, so I looked like a gyppo !! They looked thru me and would`ent give me the time of day. The fact that I had £25,000 ready to spend there and then. Did`ent seem to bother them. One dealer in Coventry lost a sale that day. My boss at work went into our local audi dealer looking for a A4. Which he had already found on the website, and wanted to see in the flesh and road test. Again they looked thru him. He then drove to Coventry audi, and brought one the spot. The dealers and service departments need to get there act together. The manufactures need to offer dealers better pricing options. So they can surive, why do you think so may dealers go multi franchise. There is less an less cash in the system. And going slightly off topic, the technicians in the service department are at the bottom of an increasing tight budget. With warranty repairs now not paying for the first hours labour. Ever wonder why they fire up the parts cannon and hope for the best. You have to fit something to get paid. Also as a customer you know when your going into a dealer they are only after your cash. Once they have got it, your in the hands of the workshop and the warranty network. The latter of which do their level best to get out of everything. Leaving the workshop doing the work for nothing, and sales keeping what ever profit their is to themselves. It`s been this way for years, and I don`t see it changing any time soon. If you can change it, I wish you all the luck in the world... Excuse the spelling I`am better with spanners and wires. |
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12th Apr 2015 12:08pm |
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| Fatboy Slim Member Since: 04 Feb 2008 Location: Bridgend Posts: 1006 
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I know what you mean Martin. When I bought my Range Rover 9 years ago, I walked in wearing my work gear. Mud up to my armpits, reeking of diesel, money burning a hole in my wallet......... and they wouldn't give me the time of day. I looked at one I really fancied and managed to grab a salesman to have the craic with. I had a bit of contemplation time for half hour or so with a cuppa and was just about to tell him to fetch the card machine out when he said to me "are you going to buy the f*****g thing then or what?".
 I just looked at him, threw their cup and saucer in the bin and walked out in a huff 
On a marketing point of view, the company I work for (Caterpillar dealer) used to hold open days, invites used to go out to everyone and anyone, even if you just popped into the parts department for a nosey. They'd get the BBQ on and make a big effort to show everyone around the facility and various products. I truly have no idea how much actual business was generated from it but it certainly raised awareness of the services and products offered |
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12th Apr 2015 2:44pm |
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| JMG Member Since: 16 Apr 2014 Location: Surrey Posts: 222 
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I went into Audi at guildford many years ago when the first TT appeared. They where in very short supply however the missus wanted one. Long story short, salesman told her very long wait list, not to be deterred she said fine, no mad rush, at which point he declared that he wouldn't put her on it.......
We both went next door to Porsche guildford and within 30 mins had bought a 911 for her. Strange but perfectly true. When I bought my first 911 I sent my daughter into the dealership where she was ignored for twenty minutes before Ths salesman asked her what she was doing their and she said she had her fathers deposit in her bag, she reports that they bacame a lot more welcoming at this point...... Always had good service at Hunters Guildford where I have had 3 new Rangeys and my current Defender. |
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12th Apr 2015 9:30pm |
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| Flyingfocrs Member Since: 12 Jan 2015 Location: Deepest darkest Aberdeenshire Posts: 155  
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No gimmicks or marketing, exactly what has been said before by others Salesmen who know what they are selling and treat everyone equal despite how they look.
Fancied a Range Rover Sport went to dealership in jeans and t shirt, after ages finally got a salesman who clearly looked down his nose at me, they had obviously seen me pull up in my stickered up Fiesta ST which was brand new at the time and didn't like me. He asked if i was trading in "that thing" to which I replied no as that is my company demonstration vehicle to show off our tuning products, his attitude changed drastically when I said I was the company Director but he'd lost the sale by that time. So I went to buy an A6 instead, salesmen ignored me in the showroom for ages even after i asked for someone still took ages, then got all the are you sure you can afford an A6? I was wearing jeans and a T-shirt not exactly scruffy but I guess they only expect suits in their showroom, left and was treated slightly better at BMW and bought a 530d Sport which I drove straight round to Audi and asked for the salesman and pointed my new car to him and told him his attitude had cost him a sale. Best one though was I wasn't actually buying but wanted to have a good nose around the latest Mondeo in the showroom so would have been 2007, didn't want a salesman but this time couldn't get rid of him. So said I was just looking at the mondeo but really wanted a 350 bhp 4wd Focus, reply was i'll check our stock!!! Came back and said they didn't have one but might be getting one in next week. I could hardly contain myself especially as another salesman who clearly knew better had overheard this and was catching flies in disbelief. Salesman than asked what car i had, pointed to the Focus RS at the front, he then asked what it was, umm a Focus RS Is it a diesel? WTF? Where did you get the body kit? WTF? It was at this point the other salesman came across and took him away laughing his head off! |
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12th Apr 2015 9:57pm |
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| martinfiattech Member Since: 13 Nov 2013 Location: leicester Posts: 422
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So the answer to Catherine`s question is. Never judge a book by it`s cover. Your sales floor is only as good as your worst salesman.
Granted there will always be time wasters, dreamers, etc. Fatboy slims, post reminded me of an offer we had a Vauxhall, many years ago. Buy a top of the range Vauxhall senator 3.0 24v. Get a free yes free Vauxhall nova 1.0 L . They sold two senators that weekend. We spent that weekend as apprentices moving vehicles around, and got paid cash in hand, when your 16 we made more that weekend than all week  Excuse the spelling I`am better with spanners and wires. |
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13th Apr 2015 8:29am |
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