I’m watching the local news tonight, CBS13, and there is a story about a promotion being proposed in Tracy where the City would provide those who buy a car in Tracy with a $500 gift card that can be redeemed at any store in the city. Seems like an interesting idea. Then they interview the GM of a local car dealership and he drives home the point why people don’t like to buy cars.
When asked about how they are doing with sales the dealership general manager says, “In a time period of a month when we would deliver 125 to 150 units we now deliver 35-40.” What’s wrong you say? As a consumer I don’t care, “how many units you deliver.” I don’t buy units. How about, “In a normal month we help 125 to 150 people find their new car.”
Watch the segment here, or click on the image below and it will take you to the CBS site to watch it. The fun part is about 50 seconds in.
Don’t talk about what YOU get out of a deal, talk about how you help customers.
(Disclosure – one of my cousins runs a GM dealership, and thankfully he doesn’t focus on units. He helps people find the right car, and he’s doing alright)