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Old Standards |
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Old Standards Forty years ago I was a young salesman giving the standard line to a customer. Check out the competition but before you buy come back and see me I am sure I can persuade the manager to meet or beat any price. I heard that same line recently. It didn’t work then and it still doesn’t work. I was lucky. I worked with a guy who had been selling cars a long time. He advised; “Never let the customer walk out the door. There will always be someone a mile down the road who will sell that customer a car for a dollar less than you. The customer will never come back.” There are old standards in sales pitches that don’t work. There are old standards in dealership marketing that don’t work. Standard dealership marketing runs This is us This is what we sell This is our discounted price We like you Please spend your money with us
It didn’t work forty years ago. It still doesn’t work. But for many it remains |
