Auto Dealer Monthly Magazine is the daily operations publication serving the retail automotive industry. This automotive publication serves dealer principals, officers and general managers with the latest best practices.
Issue link: http://autodealermonthly.epubxp.com/i/72788
industry expert / advertising & marketing And I could see the twinkle in his eye, and without delay he said, "Yes, we do, Paul, and would you be a 33x30." "Yes, Walter, I think that would work," I said. "Excellent, Paul, and if I may, I would like to suggest the first pair you try on is a slim cut with a higher waist. It will allow a very comfortable fit but will look very modern and lean, and would look stunning with that shirt." He also went on to point out a few things about how the jeans were designed and cut. He also mentioned that they were very popular among successful men and were imported. So after I slipped them on and stepped out of the dressing room, they felt and looked great. Walter then snatched a very nice sport coat off the rack, swiftly added a vibrant-colored pocket scarf in the coat pocket and asked me to try the sport coat so I could really see the slim-cut effect. Walter then asked for the turns, did a waist check, did the half-break check and said, "Paul, I think these jeans look fabulous on you, but how do they feel? Do you like them?" I was sold but did not want to show my excitement, and I knew after all of this special attention, the presentation, his knowledge, the tea, the store, the furnishings and the store name, it was going to cost me more than the Levi's 501s from the guy with his butt cheeks hanging out would cost me. Then I asked the big question: "How much?" Keep in mind jeans are to serve one purpose—to cover one's butt. I could have picked any of the other stores since they were all selling jeans and had sales events going on. Make your customer feel confi- dent in their decision and upsell them by displaying options without mentioning additional cost. Also, it's not all about price unless you make it about price. Price is a factor, but customers will sell themselves if you present correctly. Live By Price, Die By Price So my shopping process did not start with me wondering if I could find a huge sale or a discount. I was focused on filling primal needs to look modern, appear slimmer and more attractive, and feel good about myself. Then, when I was hit with the price, I justi- fied it since everything was right. Walter's "Why Buy Our Business," "Why Buy Me" and "Why Buy Now" presentations, along with his passion for the product and his appearance, were perfect. He engaged me, he spoke with me, not at me, and showed concern in what I wanted to accomplish. I was not just another sale, or so I felt. We connected. So I ask you, does it really make sense to always start your mass media advertising with price? Does it make sense to always have a price in every TV spot, radio spot, print ad and direct mail piece? I think not; in fact, I know it is a mistake. Again, the shopping process starts out to fix a problem or perceived problem and price is at the end of the shopping process for the ma- jority of shoppers. Oh, and by the way, I justified the shirt, jeans, sport coat and pocket scarf in some crazy way. It's been seven months since my purchase, and I receive emails with items for sale specific to my story and personality. Also, when I log onto their website, my phone rings within one to two days with a warm "Hello" from Walter, just checking in and sharing the latest modern design. 20