Language – Talk about value for your customers – not what you get

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)


2 thoughts on “Language – Talk about value for your customers – not what you get

  1. It is so easy for companies to have the “me” attitude, “what’s in it for me and the bottom line?” But you are absolutely right; if you want to do well in your business you have to focus on helping your customer and adding value to their lives. If you can do that, you will have more satisfied customers and in turn they will help you by spreading the word and/or doing more business with you.

  2. I see your point, but this seems like the news channel’s fault. The story is sort of a mess that way, the start talking about the consumer, then end up talking about the dealer. Either way, when you add a TV news or Newspaper editorial into the mix it’s hard to determine who’se screwing it up…


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