50 Steps to Showroom Mastery: A New Way to Sell Cars - Discover How to Supercharge Your Car Sales Career and Become a Showroom Executive (Paperback) (ISBN-13: 9780994039019)

When Gordon Wright found himself downsized following a successful 25+ year career in corporate marketing and sales, he decided to try selling cars and joined the team at a local dealership. He soon discovered that the way dealerships and car salespeople were generally conducting business was a lot different than the approach he had been used to in the corporate world. Having spent most of his life applying marketing principles designed to deliver customers to the front door, he was convinced that his key to success in this new environment would be to use his marketing skills and understanding of buyer behaviour to provide a different customer experience. Rather than chasing customers, he set out to orchestrate the flow of prospects to the dealership who were pre-conditioned, pre-disposed and motivated to do business with him. At the same time, those who arrived "fresh" at the dealership were treated to a novel new "no-objection" approach that made it easy to buy. Over the first year, he developed a different approach with customers that was based on the philosophy that an educated buyer is an easier customer to work with. This is how he built a large and solid base of customers who appreciated his approach. At the same time, the internet and social media were providing more tools for car buyers to begin to level the playing field. Although changes are occurring quickly, the industry is still populated by a significant percentage of "old school" thinking in an increasingly competitive industry. The result is that you, as a car sales professional, can set yourself apart from the majority of car salespeople and lock up a significant portion of the available business by learning the operating principles and techniques that are in alignment with today's customers. Using deceptive practices and "smoke and mirrors" techniques is no way to build a following of fans and advocates. Gordon Wright pioneered a New Way to Sell Cars in the way he conducts business in the showroom and online. He realized that these methods worked better than the "old school" tactics employed by many of his colleagues, and he was rewarded with a parade of repeat customers and referrals. Educated customers, he found, were happy customers and were eager to spread the word. An earlier book, "A New Way to Buy a Car", was published as a Consumer Awareness Guide for car shoppers with tips and advice on how to buy a car while avoiding the hassles and pitfalls.