Is Hard Sell Automotive Marketing Dead?

2008 is the make it or break it year for auto dealers. It’s your choice where you will be. You have to make the decision to take a leap of faith or duck your head in the sand and do nothing. Hide from the reality that you control your destiny. Which path will you take? The “Same is Lame Road” or the path less traveled.

Is the Internet the solution?

The Internet is a good tool, but that’s all it is – just another medium. It’s no different than the newspaper, radio or TV. You can’t dump your whole operation online. If you do, the consequences could be devastating.

The internet has caused great change in the consumer. It has caused them to think different, act different and be educated differently. Today’s customer demands and responds to information-based, value-driven marketing rather than the traditional hard-sell auto advertising tactics we’re used to implementing. So is hard-selling over for good? For those of you who use hard sell marketing – just the thought will make you squirm in your seat but for those of you who have never experienced it – hold on tight.

Hard-sell automotive advertising can’t be thrown out the door. It has evolved into a better, more effective, finely tuned machine. So what’s the big change all about? Education. Yes education. Today’s consumer is seeking more facts now than ever before. They want to be well-informed before their emotions kick in.

Traditional automotive marketing was all about the dealership, the vehicles and the features. Consumers don’t care about those details. They want to know how you can help them with their situation. What solution can you bring to them? You need to take them by the hand and deliver yourself as the expert that can solve their problems.

You must first define what their problem is and then lay out a well-planned solution. Is it financing they can’t obtain? Are they upside down on their current vehicle? What solutions can you offer? Your answers must be clear and easy to follow. You care about their challenges and want to help them. You are the obvious choice.

The Challenge:

The solution has to be delivered in an easy accessible manner without obligation or commitment. You must give the perception of value first. Today’s competitive market requires you to deliver the value upfront to gain the trust of the customer.

“So where is the hard-sell in this”, you might ask.

That’s where the evolution of the machine comes in. The hard sell sneaks up on the customer from out of the blue. They never see it coming because they have invited it in. That’s what education based marketing is all about.

Cloak and dagger marketing is the kind of marketing that affects people emotionally but sneaks up on them logically. Buying decisions are based on emotion and backed up with logic. The internet has put a new spin on this rule. With the rise of the Internet, people are looking for logic first. Education based marketing gives them what they are looking for and they freely invite the emotional side in. That’s what closes the deal.

Sound easy? Don’t be fooled. There are a lot of pitfalls that can lead you off your path.

Outstanding Automotive Accessories – Charging And Starter Auto Parts

We all love to flaunt our style and prestige value in front of our friends and family relatives. It is a common practice which is followed by the individuals all over the world. I must tell you that one can easily customize his/her car by affixing some innovative and pulsating accessories. It can really make your car look good. Charging and starter arrangements are an integral part of your vehicle’s performance. They need to be absolutely perfect in order to ensure proper functioning of your car.

It is pretty essential to note that an automotive mechanic can really help you a lot in this regard. If you are facing any kind of difficulty regarding the replacement of charging and starter system then you got to appoint a trained professional. Now, given below are some of the important points to consider before getting started with this process.

1. Price Range
Considering the price of a particular automotive part is really important for you. You should never leave this topic untouched. Make sure you plan your budget and monetary resources well before purchasing a charging system online. Internet is also a nice place to shop for such products. You can get an easy access to wide range of options on the net. The price range is also quite economical. However, you need to plan the shipping and other transportation charges beforehand.

2. Comfort Comes First
Well, we all want to run away from hard work. I am sure that you are also one such individual who loves to sit back and relax at home. If this is the case then you can take help from a professional. He would strike the best possible deal on your behalf. By doing this, you would not only save some time but a lot of money as well.

3. Search For Some Rare Auto Parts
You must be aware of the fact that old charging and starter parts are quite rare to find. One really needs to work hard when it comes to searching for rare automotive parts. An old car or truck can really take a lot of time to get repaired. For this purpose, you will certainly have to research hard.

4. Avoid Duplicate Auto Parts
You should always consider purchasing original automotive parts from the market. Otherwise you might end up on the losing side. It is better to visit a reputed and popular store in the market.

So, these are some of the most important points to note regarding body auto parts. You got to read this article carefully in order to generate the best possible results.


While the average person may not have much interest in automotive industry news, a lot of useful information can be obtained. This would include the interesting reasoning behind why you can’t always find the car you want at a dealership. Many consultants push for dealers to listen to the customers and their needs. Though this suggestion would work when you look at it theoretically, there are some things that are stopping it from happening.

It is not actually the dealers that are dropping the ball most of the time; it’s the automakers themselves. They may not ship what has been requested by the dealers, instead shipping the vehicle they want. This leaves the dealers with an inventory that isn’t what they requested or what their customers want.

This unfortunate circumstance leaves the dealer with the choice of resorting to hard sell tactics or letting the vehicles sit around forever. Those hard to sell cars can continue to sit for a while, but ultimately they will create problems for the dealer, as no customer may really want to buy them. You either hope they have the vehicle you want or sometimes settling on another choice.

Continued build up of those vehicles can leave the dealer with absolutely no cars that will fit their customers’ needs or wants. You will definitely want to figure this in when you head into that local dealership and don’t see a car you want.

Those hard to sell vehicles that continue to sit around are called a “brown banana”, because it’s become overripe and the value has been going down as it continues to sit around. At this point what can a dealer really do about that problem?

Giving away the cars free, while it might thrill customers, is something that isn’t going to happen. Even when they knock off a lot of money on the price, they are hurting themselves as dealerships are held to making a certain amount of profit. If they don’t make that amount of profit, they could be shut down.

Of course dealers could head back to the days when hard sells were being used all the time. However, that isn’t going to make a customer happy in any way. Many people hated to see a salesperson walking up them in those days.

You’ve probably had it done before – you know the old “let me see those keys” routine. They would state they needed to look at your car to value it for trade-in, however, once those keys were gone it took some might serious persuasion for them to bring your car around so you could leave.

It was a process that earned many people a bad reputation in the past. They would wear you down over time, until you would finally agree to the sale. Not only would you get a car you weren’t really sure you wanted, but you may have put yourself into too much debt.