In The News

  • Retailers like Apple have raised the bar on what customers expect. Here’s how to exceed their expectations. By Gary Thill Is your showroom up to snuff for today’s tech savvy millennials? If you haven’t updated in the last five or 10 years, the answer to that question is probably no — and that means you’re missing out on a key sales tool, experts say. “Showrooms give the ability to touch, feel, and experience it,” said James Mueller, president of No Pressure Selling, a contractor-focused consultancy. “It used to be if you were a contractor, customers didn’t expect that much from…

  • NOTE: This article originally appeared in the July issue of Dealer Solutions. Reduce Risk to Close the Sale The rise of extended warranties began during the oil embargos for the late 1970s. For the first time, many Americans were driving inexpensive fuel-efficient cars that seemed to run forever, but were made overseas. American auto manufacturers knew they had to do something to soften the risk of buying an American car. Chrysler Corporation CEO, Lee Iacocca, identified the problem of mistrust in American cars and launched a nationwide advertising campaign offering a five-year, 50,000-mile “bumper-to-bumper” warranty on all new Chrysler…

  • NOTE: This article originally appeared in the August 2015 issue of Autodealer. We are ALL emotional buyers! Brand development and marketing specialists know this and have exploited it for decades. Every good sales person knows that people buy with their emotions, then backward-justify the decision with their intellect and information. An Example of Buying with Emotions Let me give you an example of buying with emotions. The average man shopping for a new car will talk about design and quality, safety, fuel economy, horsepower, crash test results and the length of the power train warranty. In the end,…

  • NOTE: This article originally appeared on pages 24-25 of the August 2015 issue of Dealer Solutions.   The No Pressure Selling® Process  Start selling the way your buyers want to buy Business genius Dr. W. Edwards Deming said, “94% of all failure is caused by the wrong process, not the wrong people. If you’re selling bottom-tier cars to entry-level buyers, your sales process is simple, always have the lowest price. If you want to consistently sell high-margin premium cars to delighted buyers, your sales team needs to sell the No Pressure® way.  Logic vs. Emotion Ford Motor Company controlled…

  • NOTE: This article originally appeared on pages 24-25 of the May 2015 edition of Car Business Today: 62.3% of all new vehicles are purchased by buyers over 50*1. People 50 to 68 are known in the marketing world as Baby Boomers. Boomers control 70% of the US wealth and 50% of all discretionary income, which now averages over $24,000 per Boomer per year.*2 On the flip side of new car buying ability are the 15 to 35 year old Millennials. 36.6% of millennials are unemployed and 36.5% still live with their parents*3. As an extra burden to this…