Why ‘Traffic’ isn’t Sales

If ‘Traffic’ were sales, then free $10 WalMart Cards would be Car deals!

The number one complaint people have with dealers every year for the past several years is ‘there isn’t enough parking’.  I want you all to think about that for several days.

In the meantime, think about this.  Car dealers are actually much smarter than the average person, however, they have been brainwashed for several years by marketing companies, newspapers and other media outlets to believe that ‘traffic’ is success.  Traffic may make a dealership feel better, but it sure ain’t success.

Case One:  I have asked this question of hundreds of adults over the years and 95% of them all answer the same way.  Question: You are going to buy a Dodge Caravan. You’ve done all the research and you have the money, you just haven’t had time to go and buy it.  There are two Dodge stores in your area; one with a great reputation and the other not so much.  You wake up one day and realize that you have plenty of time today, so you head toward the good reputation Dodge store.  As you approach, you see they are having a ‘tent sale’ and that there are people all over the place and no place to park.  What do you do?  The 95% answer is ‘I keep on driving’.  Many say they would go to the other Dodge store.

The only way to not fall into this trap is to un-brainwash yourself.  Follow your market share and connect the dots as to how you have retained it, grown it or lost it over the course of several months.  Did that big ‘event sale’ cost you a fortune and grow your market share for a month, but have it followed by 3 months of loss of market share?  If you don’t know, you’ll continue to spin your wheels and be a sucker for every new ‘traffic’ building initiative out there.  You might want to expand your parking so that you can give out $10 WalMart cards to more people at a time.

 

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About dealerite

National affiliations of professionals who are engaged in changing the culture of the automobile retail business. Key focuses currently include Compliance, Behavioral Marketing and Phone Skills.
This entry was posted in Auto Dealer Solutions, Behavioral Data, Dealerite Blog and tagged , , , , , . Bookmark the permalink.

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