Posted by
April Lorier on Sunday, July 19, 2009 6:37:20 PM
I
just heard President Obama's press conference on the Health Care Bill.
He took no questions. But the method of his pitch took me back to days
when I was involved in the car-selling business.
There are three things that sell a car: Fantasy, Greed, and Fear. Let's go through them one-by-one.
Fantasy
Build a sensual picture in the customer's head about sitting in this hot car with all the hot chicks staring at him. Make sure he feels the upholstery, is mesmerized by all the new doodads, and smells that new car smell. Let him feel the power of sitting behind the wheel as he accelerates the speed. The faster, the better! (This is important!) Oh! Now he feels powerful beyond his dreams! Whatever you do, you must make him fall in love with that car! He must see himself being the proud owner of that car!
Greed
When
the customer comes in, he has usually done some research and has the
attitude of 'I'm smarter than this salesman thinks. He won't cheat me!'
He finds the car, and with a proud attitude, begins the dance with the
salesman. But the car salesman has
to sell this car to meet his quota, so he's ready to barter. He knows
he must get $22,000 for this car in order to make his commission, so
he's ready to confuse the customer by switching the numbers so fast it
will confuse this pompous dud. The customer is determined to pay
$18,000 for the car. But by the time he has been put in 'the box' with
the closer, he's so confused with the shifting of the numbers, he can't
think straight. Larger down payment, smaller down payment, lower
monthly payments, or no "LaHa" (insurance in case he loses his job,
etc.). In the end, he pays $22,000 but thinks he is paying $19,000. The salesman's job of confusing the customer has been successful!
FEAR
The
customer has come into the dealership off of an ad in the newspaper.
The salesman knows he must instill fear in the customer if he is to
sell this car. The key is to rush, rush, rush, and get the message
across that this price is good until the end of the day. Then it goes
up. After all, this is a time-limited sale! The customer should realize
that only this salesman will do whatever he needs to do to seal this deal, but time is of the essence!! And don't even worry about how you will pay for it. You'll have this hot car!
You
combine the fantasy, the confusing of the greedy, and the fear factor,
the customer will usually sign on the dotted line -- especially if he
has handed over his own car keys to the closer. 'Buyer's Remorse' will
eventually hit the customer who allows himself to be rushed. If he does
not have the presence of mind to say, 'I'll think about it and let you
know. Give me my keys,' he's dead meat.
That's how President
Obama's pitch made me feel today. If we don't pass the Health Care Bill
by the end of the year, all is lost. So I ask, 'What's the rush, Prez?'
Of course, as I mentioned...he allowed no questions.
(c) 2009 April Lorier