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By A Ketley1

 A usual trait we’ve noticed among many dealers lately is burnout.

Dealers are burnt out with the auto business, they’re burnt out with chasing prospects and they’re sick to death of forcing outcomes merely to stay alive. There’s simply no light at the end of the tunnel. Success feels light years away.

So what is the cause of all this burnout?

The major reason for this is that the traditional method of doing business in the car industry is broken. The traditional methods of marketing and attracting leads no longer work.

So in reality, success IS light years for the dealer still utilizing conventional lead generation and client attraction strategies. How could you run a business whilst chasing down prospects, making countless calls, pushing for meetings, clinging to the hard sell and forcing outcomes all at the same time?

You cannot… and that is the reason many dealers are going under right now.

So what works? What can you do to refresh your efforts and begin getting customers to your store?

It all starts by understanding things from your prospects’ point of view.

You see, when traditional customer attraction means are used in the car business, the experience is as equally uncomfortable and unnatural for your leads and clientele as it is for you.

The client is on the receiving end of your manual brute force attempts and often feels like an animal being chased by an amateur hunter who would not give up the fight. They feel pressured, hounded and beaten… and finally a weak few might give in and move ahead. But the majority will run, and stay away for life.

This doesn’t just pertain to your personal sales effort either. Your external marketing is doing an similarly brutal hack job on your personal brand and on your prospects’ or clients’ belief of you. Interrupting them, bombarding them and puzzling them, not to mention wasting their precious time is no way to build an authentic relationship.

You do not need a degree in marketing psychology to see how you are sabotaging your efforts by doing the kinds of marketing and hard selling habits as I touched on above. You are simply working against yourself-alienating more people than you draw in… which of course makes for a horrible bottom line each and every month.

Well here comes the frightening part.

The expense of this forced, unfocused and barbaric approach is enormous. Prepare yourself. It’s hideous, it’s scary and it is familiar. More work, more waste (both time and money), more frustration and lower gross. All of which means you put less cash in your pocket, children’s academy fund and retirement account.

When you use the conventional method and it is not working the symptoms you experience are more time spent working each week, more marketing which doesn’t produce results, less cash to operate and grow and a lot more disappointment and frustration.

Finally you lose, either by getting so burnt out that you cannot go on anymore or your dealership is forced to close because it cannot sustain it’s operating budget.

Jimmy Vee & Travis Miller are the authors of Gravitational Marketing: The Science of Attracting Customers and founders of the Rich Dealers Institute. They help dealers double their profits in as little as 118 days. Receive a free copy of their special report & video presentation, The New Rules of Automotive Marketing by visiting http://www.RichDealers.com/special
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