A Ford Dealer in a rural southern market with a small population is able to sell 40 trucks in the month of July with Gas steady at $3.99 a gallon. This sales number may not sound impressive but when this dealer jumps a total of 12 positions higher in regional volume, the numbers sound great.
A major metro market Toyota dealer faces the fact that he is out of Corolla inventory due to short supply and high demand so he makes a decision to be $1000 under any other dealers advertised price on Camry’s knowing in order to hit his objective he must sell over 100 Camry’s – if you think $15,995 won’t sell a truck load of Camry’s, then think again.
Every analyst and expert can tell you why the things happening to the industry are happening, but nobody has the answer or a way to change the economic slump that none of us are use to. Sometimes the simplest solution is the most effective and from the marketing success and failures of present day, here is an idea for everybody who reads this note. Not only do you have to have a low price, you have to have the best price and be prepared to handle the traffic. Dealers will say there is not enough money to spend to move a market and they are correct, there isn’t… But the dollars you spend, if you merchandise correctly and effectively, can create more traffic to your dealership than your competitors – thus increasing your market share.
John Paul Strong
John Paul Strong combines his two decades of automotive marketing experience with a team of more than 140 professionals as owner and CEO of Strong Automotive.