I came across the following quote today and thought it had a lot of relevance to the struggles today’s automotive dealers face when deciding how and where they should advertise.
“Advertising is salesmanship mass produced. No one would bother to use advertising if he could talk to all his prospects face-to-face. But he can’t.”
–Morris Hite, Advertising Hall of Fame
What sticks out the most to me is that so many dealerships we work with have the same common complaint. They just cannot find good sales people! So recruitment companies and staffing firms help them, but too often dealerships are not able to retain good, aggressive and honest sales people to communicate with customers and sell their products.
A dealer told me today, “I only wish I knew which half of my advertising was working.” This is a common complaint in the car business. However, when you take Hite’s quote into consideration it begs the question, “Which half of our sales force is working and which half isn’t?”
Advertising works in the same way training wheels keep a bike from falling over from lack of speed; your advertising is needed to keep your sales moving.