A usual trait we have observed amongst many dealers lately is burnout.

Dealers are burnt out with the auto business, they’re burnt out with chasing prospects and they are sick to death of forcing outcomes merely to stay alive. There is just no light at the end of the tunnel. Success feels light years away.

So what is the reason of all this burnout?

It is just because the conventional way of doing business in the car industry is broken. Several of the old ways of getting customers and marketing your product or service will no longer work.

So in reality, success IS light years for the dealer still using traditional lead generation and customer attraction strategies. How can you run a business whilst chasing down prospects, making numerous calls, pushing for meetings, clinging to the hard sell and forcing outcomes all at the same time?

You cannot… and that is the reason several dealers are going under right now.

So what works? What could you do to revitalize your efforts and begin getting clientele to your store?

It all starts by understanding things from your prospects’ point of view.

You see, when conventional customer attraction means are utilized in the car business, the experience is as equally uncomfortable and unnatural for your leads and clientele as it is for you.

The client is on the receiving end of your manual brute force efforts and usually feels like an animal being chased by a newbie hunter who won’t give up the fight. They feel pressured, hounded and beaten… and ultimately a weak few may give in and move forward. But the greater part would run, and stay away for life.

This doesn’t simply apply to your personal sales effort either. Your external marketing is doing an similarly brutal hack job on your personal brand and on your prospects’ or clients’ perception of you. Interrupting them, bombarding them and puzzling them, not to mention wasting their valuable time is no way to build an authentic relationship.

You don’t require a degree in marketing psychology to see how you are sabotaging your efforts by doing the types of promotion and hard selling habits as I touched on above. You are just working against yourself-alienating more individuals than you attract… which obviously makes for a horrible base line every month.

But here’s the scary part.

The cost of this forced, unfocused and barbaric approach is huge. Prepare yourself. It is hideous, it’s frightening and it’s familiar. More work, more waste (both time and cash), more frustration and lower gross. All of which means you put less money in your pocket, kids’ college fund and retirement account.

When you utilize the conventional approach and it isn’t working the symptoms you experience are more hours spent working every week, more marketing that does not produce results, less cash to operate and grow and more disappointment and frustration.

Ultimately you lose-either by getting so burnt out that you can’t go on anymore or your dealership is forced to close because it cannot maintain it’s operating budget.

Jimmy Vee & Travis Miller are the authors of Gravitational Marketing: The Science of Attracting Customers and founders of the Rich Dealers Institute. They help dealers double their profits in as little as 118 days. Receive a free copy of their special report & video presentation, The New Rules of Automotive Marketing by visiting http://www.RichDealers.com/special