Why are an auto dealership’s persuasion tactics so important? I remember once reading a quote attributed to the folks at Advertising Age that has stuck with me over the years. It goes like this: In very few instances do people really know what they want, even when they say they do.
When you think about it, there is a lot of truth to that statement – especially in the automotive business. How many times do your salespeople encounter customers that come in and know exactly what they want – and tell you precisely what they’re thinking? We feel pretty confident saying that this probably doesn’t happen a whole lot. And even when they do know what they’re looking for they are hesitant to tell you, for fear of giving up some “negotiating power”.
This is where those persuasion tactics come into play. A car dealership must rely on more than just the automobile itself to make a sale; instead, they must sell an entire experience. Automotive advertising plays a big part in the process.
Examples of Persuasion Tactics
What are some effective persuasion tactics dealerships use?
∙ Logic: Using data to show why a customer should buy from your dealership.
∙ Trust: Showing that your dealership is honest and has integrity, because there others out there who lack these qualities.
∙ Emotion: When you create feelings of exhilaration and fun, this can often override everything else. Remember the saying, “Win the heart and the mind will follow?” It’s absolutely true. Emotion-causing advertising tools could include things such as romantic imagery, action, music, stereotypes, humor, presenting the unexpected, or even a celebrity endorsement.
FREE Advertising Review
Want to find out if your Automotive Advertisements are as effective as they could be? There is an easy way to do so, and it won’t cost you anything but a few moments of your time. Contact JKR Automotive Advertising, and we’ll provide you with a no-strings-attached, FREE Advertising Review. We’ll take a close look at what you (and your competition) are doing, and give you our expert feedback. Call Eric Tigner at (321) 397-0777 today to get things started.
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