Apr 5, 2017
While the vast majority of car dealers like to target and invest their advertising budget towards intenders, or the 7%-9% of people that are in-market for their next vehicle; I like to focus my efforts on the other 92% of the population that are not currently seeking to change their vehicle.
Yes, you heard me correctly, I didn’t mix things up. I like to focus my efforts and the marketing dollars of my clients on people who are not looking to change their vehicle, and this is what you should also be doing.
Sounds ludicrous? Let me explain:
The car business is the most beautiful business in the world, and here’s why: Everybody 18-88 would change their vehicle today for something bigger, better, faster, or more fuel efficient; for something with more luxury, more technology, more cargo space, or simply to drive the latest model to satisfy an urge or make their neighbors, family members or co-workers a little jealous…
…but they think they can’t. And that’s why they are not actively in the market now.
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