Thursday, April 24, 2008
Turning the Corner
So, we've taken a look back at the things that stick with us -- and took a stab at the whys. Now think of the business that's currently on the books: Ram, Tundra Skills, Borrego, Workshops... Think of one specific example of how to apply your own sticky experience to a piece of existing work. Ideas?
Subscribe to:
Post Comments (Atom)
3 comments:
Ram...(which is actually Ram/Challenger, now)...stickiness...
- Seemingly impossible claims stick with me. Or, normal claims presented in the context of a seemingly impossible story.
- Icons/Pictograms associated with each of the "Top X" things we train on throughout the day...by the end of the day, you can list the Top X just by seeing the icon/pictogram associated with each.
This approach may be way out in left field, but I keep picturing some way to take the sales people out of the context/environment of the dealership (I know, sounds crazy) and putting them in the customer's shoes instead. This might not work so well for Tundra Skills, but perhaps for the Ram Retail Launch event. What if we gave them "customer glasses" so they can see the buying experience from the customer's point of view. That way instead of trying to focus so much on the everyday, run-of-the-mill dealership experience they are used to, we train them on top features and present them as "features customers want/need in their truck." It could help leave an indelible mark that they won't soon forget. Sort of like "trucker talk" where we hear what customers want, straight from the source. Except we could position it from a Dodge Ram point of view (i.e. Ram buyers wanted more creature comforts, nicer interior, etc., and Dodge gave it to them). Thoughts?
Ooooh...I like where Evan's going with this! Force them to focus on what they DON'T know (customer experience) rather than what they DO know (dealership experience).
Not "how to sell" but "how to listen" ...or better yet, "how to buy!"
hmmm...
Post a Comment