Dealership Sales Quotes

Money is not equal for all people. A strong personal brand adds more lift and leverage. One dollar from me may buy a soda from a car dealership, but one dollar from Justin Bieber may get him a Ferrari. And they'd pay him to drive away.

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Whether it be brand marketers trumpeting the new BMW X5, game developers getting players to spend real money on virtual goods, or someone selling an online nursing degree, the only difference is the time frame in which those different goals occur—in other words, the time between attention and action. If the time frame is very short, like browsing for and buying a shirt at nordstroms.com, it’s called “direct response,” or “DR” advertising. If the time frame is very long, such as making you believe life is unlivable outside the pricey mantle of a Burberry coat, it’s called “brand advertising.” Note that the goal is the same in both: to make you buy shit you likely don’t need with money you likely don’t have. In the former case, the trail is easily trackable, as the “conversion” usually happens online, usually after clicking on the very ad you were served.* In the latter, the media employed is a multipronged strategy of Super Bowl ads, Internet advertising, postal mail, free keychains, and God knows what else. Also, the conversion happens way after the initial exposure to the media, and often offline and in a physical space, like at a car dealership. The tracking and attribution are much harder, due to both the manifold media used and the months or years gone by between the exposure and the sale. As such, brand advertising budgets, which are far larger than direct-response ones, are spent in embarrassingly large broadsides, barely targeted or tracked in any way. Now you know all there is to know about advertising. The rest is technical detail and self-promoting bullshit spun by agencies. You’re officially as informed as the media tycoons who run the handful of agencies that manage our media world.

Castro’s revolution, with all of its supposedly good intentions, put a stop to the growth of Havana. Of course it put an end to the Mafia controlling the casinos and entertainment, but for them it was a minor setback. They just packed their bags and went to Las Vegas where they expanded and developed “The Strip!” Batista and his followers fled Cuba for the Dominican Republic, Europe and South Florida. Many Cubans lost everything they had but others fled taking their wealth with them. The upheaval in 1959 marked the beginning of austerity for this former freewheeling city. The communistic de-privatization of all businesses, along with the embargo imposed by the United States, created a serious decline in Havana’s economy. The constant pressure to nationalize, as well as the severe crackdown by the régime to keep people in line, curtailed growth and placed an enormous hardship on the Cuban people. Since the Castro Revolution, the people of Havana have been severely affected, because of the absence of commerce with its former trading partner, the United States, located only 90 miles to the north. In all Havana has taken a severe toll economically, with its dilapidated houses, and the pre-1959 cars on the streets of the city being a testimony to the bygone era. It is only now that with the hope of normalization between the governments of Cuba and the United States that perhaps the people will benefit. For the greatest part, the Port of Havana has also been bypassed, chiefly due to the restrictions placed on them by the United States. However, the Cuban government is now attempting a comeback by attracting tourism from Canada, Mexico, the Bahamas, Latin America, Asia and Europe. The city of Havana has renovated the Sierra Maestra Cruise Port, but only very few cruise companies consider Havana a port of call. Slowly, German and British ships started to arrive, including the Fred Olsen Cruises and Carnival Cruise Line. Technically Real Estate Brokers and Automobile Dealers are illegal in Cuba, although real-estate offices and car dealerships are blatantly open for business. The buying and selling of real estate and cars, which was forbidden for many years, can now be done because of some changes brought about by Raúl Castro, but only by full-time residents of Cuba. However, gray market sales are thriving through the use of friends and family as proxies.

Automotive sales is changing. What skills are required at the front line today and how do you develop them? According to our data, we’re getting fewer visits to dealers but conversion rates are going up and up. Customers now visit a dealer simply to see the car in the flesh and then to buy it, so they’ve already more or less decided what to buy from all the information available online. For us, it’s important to ensure that in our digital channels we can still provoke the same feelings, the sensations and the comfort with the brand that we used to always do in the dealerships. The

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The clientele of Twin Farms is more or less David Christiansen’s target audience. On a hazy May afternoon, I sit down with Christiansen in a glass-walled sales office at Walnut Creek Luxury Cars, a Northern California dealership where he is not a salesman but a “brand manager.” Our conversation is interrupted every few minutes by the guttural roar of a staffer firing up a Maserati Ghibli or Quattroporte to move it out of the showroom. He hardly notices, but I startle each time. I’m unused to such sounds, having arrived here in a Toyota minivan.

One thing I don’t see here today is customers. Luxury-car sales are “more lifestyle than automotive,” Christiansen explains. The vehicles follow the money. His team will cosponsor events with private jet manufacturers and fractional ownership services such as NetJets and XOJET, or with San Francisco’s St. Francis Yacht Club, to expose affluent people to vehicles “they don’t even know they want yet.” Customers wander in from time to time, of course. Rocker Sammy Hagar, a Ferrari collector who sold his Cabo Wabo tequila brand to Campari for $91 million, has been known to stop by the sister dealership in San Francisco “in flip-flops, torn shorts, ratted hair, and a T-shirt. You wouldn’t think the guy has two dimes to rub together if you didn’t know who he was,” Christiansen says. Another guy showed up at the Walnut Creek lot dressed like a plumber and configured a $260,000 Bentley. He was, in fact, a plumber—one who owned a thriving plumbing business. He’d arrived in another Bentley, now on consignment.

Their lawyer advised them that Tesla could sell directly in California on a technicality: the carmaker had never had any franchise dealerships, and therefore it wouldn’t be cutting into its franchisee sales. That, at least, was the argument they’d be building off of. Now they just needed to figure out the rules for forty-nine other states.

David shook his head in disbelief.  “Do you think I’m a fool or something?” “I didn’t say that,” Christopher replied. “Mr. Vance, I know you were up for that sales manager promotion at the dealership.  The same promotion that Larry ended up getting

Anyone could apply for work here as a salesperson. What I mean is that you don’t need to have expertise in computers. We’ll train for that. What we look for first is a modicum of intelligence, so the person can get the expertise, but what we really prize is strong social skills. Apple realizes that sales is the front line, that it is all about what type of person you put out on the floor for the customers that walk in the door. “The salesperson who is sensitive to the importance and needs of the client is the better choice. These are extremely technical products, and the techs have their departments, and obviously they are absolutely essential to the business. But, you know, the detached, inward, introverted personality would be better off working on the machines away from the sales floor.

We’re talking about sales as the front line, so it’s the person who can approach the client with the ability to listen and react in a very helpful way, and eventually anticipate those needs, that is valued above someone who already has the IT expertise but is without the necessary people skills. Again, there are other departments better suited to the tech-minded person with an inward personality. We need sharp, reactive, social types on the floor making the sales and retaining customers. We need intermediary-type personalities weighted toward the technical on the Genius Bar for repairs and tweaks. The customers need the best people for each kind of job, and we see to that. But customer service is everything here. Without it,” he smiled, “we would not be Apple.

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