A hot topic in the Rich Dealers discussion group, on the Roundtable calls and at our live in-person mastermind session in Orlando last month has been the disappearance of the 520-660 credit score customer.

In the recent months this quality and lucrative customer has vanished from dealerships all across the country and we’ve been hearing about it.

Many dealers are charging us with the task of coming up with a solution to this problem and creating something that will attract this highly profitable customer group out of their homes and into dealerships.

If you’re experiencing this same phenomenon and are wondering where these mid-quality credit customers are then you need not fret. We have the answer.

We know how to get this group of customers out of hiding and gravitating to your lot. It requires an understanding of the reasons why they aren’t buying now.

You see, because this group of people is somewhat aware of their surroundings they are listening to the news and reading the papers and are scared by the media hype of an uncertain economic future. They’re nervous, they’re confused and they are waiting out the storm.

What they need is reassurance… not gimmicks. Most Same Is Lame auto marketing is all gimmicks. To attract this customer you need to add an element of reality and positivity.

This customer is going to be motivated by a dealer who can show them confidence and value. Someone who can bring some objective reality to the prospect’s worldview and show them that they can have what they really want (a vehicle upgrade) and that it’s a smart decision.
 
You’ve got to start being real, showing some personality and stop doing the same gimmicky car crap that every other dealership is peddling. Oh, and stop selling those commodity vehicles in your marketing. It doesn’t excite anyone.

Our first month of the Rich Dealers radio program is officially over and we have stellar reports coming in from all over.

One of the most interesting comments we have gotten from our charter members is that they are seeing an increase in the number of the 520-660 credit score customers.

It looks like we’ve cracked the code of using the radio to build confidence and value and drive traffic. The program doesn’t only deliver this customer but it is one of the only things out there right now that seems to be bring these mid-quality credit customers out of hiding.

If you would like to see if your dealership qualifies for our Attraction Radio Program, call the number below and speak to Erin from our office to schedule a private, 19 Minute Richter Scale Radio Market Analysis on the phone to explain the details of the program, our trademarked creative concept. Plus we’ll review your market and discuss qualifications.

If you’re interested in discussing how you can get more of these mid-quality credit customers into your dealership and want to schedule a free, no obligation, 19 minute Richter Scale Radio Market Analysis.

Contact Erin at our office at 407-275-8667