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How How many cars does it take to serve know that you will find the car they want

a single car shopper? The answer may and will get it for them quickly. And of
surprise you. It is not 100 or 500. It is truly course, tell them that you are interested in
Many only one. Especially if it is the right one in buying their car. Don’t hide in an empty
the right environment.
showroom and wait for things to get
better. Be proactive and use every tool at
Cars Do Car shoppers are accustomed to seeing your disposal.
hundreds of vehicles on dealers’ lots. They
used to expect to see every color in every You can also get creative with your lot
You Really trim. Today, due to inventory issues, this is layout. Expand your customer parking
simply not the case for most dealers. Most area across the entire front of the building
dealer lots look more like a shopping mall and even make it two rows. You can park
parking lot on a Sunday morning than some service and employee vehicles here
Need? what car shoppers are used to seeing. to give the illusion of a fuller lot.

Where is the excitement? To make things Remember that almost all car shoppers
worse, the news has filled shoppers’ minds have always come to dealerships looking
Without hundreds of with ideas like, “you can’t get the car you for a single car or truck, not hundreds.
want,” “you will have to pay $10,000 or They may have driven a few, but in the
shiny vehicles lined more over sticker” and “you will have to end, they left with one. They took delivery
wait months to get your car.” Combined and left happily with just one vehicle.
up, dealers need to use with an empty lot, how are dealers Needing hundreds of vehicles on the lot to
supposed to get car shoppers excited in serve customers well is a construct in our
their tools to market to today’s environment? heads, not the consumers’. You only need
one vehicle to send a car shopper home as a
passing customers. The answer is simple…the same way you happy car owner.
always have in the past. Without hundreds
By Harry Siskind, Director of of shiny vehicles lined up perfectly, dealers By placing the cars and trucks you have on
Marketing for AutoSpin USA need to use the tools at their disposal. ramps, you will draw the eye and attention
Use ramps to highlight the vehicles you away from the empty pavement. While the
do have available. Put your ramps on the eyes of shoppers and passersby are there,
front line and plaster them with signage deliver your message by covering your
that tells the true story about your ramps with signage. Use the service and
inventory availability. Educate the public employee vehicles creatively.
that passes your store. Tell them that you
are open for business and selling cars daily You have weathered storms before and this
with more arriving all the time. Let them too shall pass. n

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