In the post 98% of Car Salesmen Are 100% Forgettable, I told the story about an interesting turn of events that came from a random request to buy one of my URLs, bememorable.com.
In the comments of that post Jeremy Beck, who made the original inquiry about the URL, contributed his thoughts – and I extended an invitaion for him to flex his blogging muscle here.
Jeremy has been in the auto industry for 9 years in various roles, and has learned from personal challenges in his career the importance of being memorable.
So while the government and auto industry duke out how much bailout money goes to whom, the folks that make their living in the dealerships have other transformational ideas
He writes:
So let’s just say it, and get it all out in the open: The auto industry as I, we know it is no longer vital.
It has to change.
So the question is how?
Well, my answer is quite simple.
We must become Memorable.
Memorable from the top down.
First the manufactures must create cars that are memorable. A driving experience that the customer never forgets.
Secondly, their quality must be memorable. Sending vehicles off the assembly line to only, months later, create a massive recall just simply isn’t the type of memorability we need right now.
Thirdly, the dealerships themselves have to be memorable. The dealership personnel are the front line in the auto industry. We are the ones that the customer comes to when they want to buy a car, require service, or have issues with their car. Creating a memorable experience must be the first and foremost course of action in every dealing the customer has with us.
You’ve bought cars, I’ve bought cars, and we never really have a memorable experience.
Every dealership says the same things, works the deals the exact same way, and delivers the cars the exact same way. It’s like a merry-go-round that just won’t stop.
We all say that we are customer oriented, but what makes us different from the dealership down the street that is saying the exact same thing?
The only thing that can make a memorable experience is the staff believing it is their duty.
Making the entire process memorable, different, exciting, and emotional. After all this is the largest purchase that a consumer makes in their lifetime, second only to house.
We must create an experience that the customer can truly call MEMORABLE.
In every step we take, every word we say, our sole focus has to be on creating an experience that keeps us in the forefront of the customer’s mind.
To prove my point, let me ask this one simple question: Can you tell me the name of the salesperson that you bought your last car from?
Without looking for a business card, looking on a dealership’s website, or thinking for 30 minutes, can you honestly remember the salesperson that you bought your last car from?
My guess is the answer is NO!
As Rob says, 98% of all salespeople are 100% forgettable!
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Thanks for the guest post Jeremy.
It is great to know there is another voice on the sales landscape that is motivating their employees to increae their MQ.
What about your industry, your compnay, your team, you?
What’s Your MQ?
