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J.D. Power: What Drives Auto Avoidance
Keywords: Autos-New Domestic | Autos-New Imported
Consumer avoidance is as important to automobile manufacturers and marketers as loyalty. If you can figure out why people are running away, you can figure out how to get them back, right? Yes -- especially if avoidance is being fueled by left-brain parameters like experience of ownership, reviews, ratings, features, price and the like.
Unfortunately, it seems a lot of people are running away for a reason that, because it is so insidious, strikes terror in the hearts of auto marketers everywhere: consumer perception based on "conventional wisdom" about vehicle quality and durability. |
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Got a question? Call the Member Benefits Helpline at 800-232-3131 or email memberbenefits@rab.com.
Addressing Objections to Integrated Marketing Solutions
Prospects raise objections because they have questions about your credibility, the solution your station is offering, and its true value for their money.
In this information-packed webinar, RAB's Brandeis C. Hall will show you how to spot the most common objections in advance, create a conversation that keeps the client moving forward, identify the client's TRUE objection(s), and offer ideas for persuading the customer without seeming pushy.
This presentation will be offered on Tuesday, February 7, at 3 PM (Central), and again on Thursday, February 9, at 10 AM (Central). For more information, click here.
RAB's In-Person Certified Radio Sales Management Class
RAB invites you to be a part of the in-person "Certified Radio Sales Management" course, March 6-8, in Dallas.
This intense three-day session will focus on key areas managers need to help keep their stations on a growth track for 2012...and themselves on a growth track for their career! The workshop is intended for anyone who has "manager" on their business card and is responsible for people and revenue.
For more information, contact Rob Boaden at 843/757-5066, or rboaden@rab.com.
Auto Radio Ads Have Greatest Influence Closest to Purchase
Category Update: Healthcare Companies
Baby Boomers: A Burgeoning Customer Market
On the Rise
More Consumers Dining Out on Sandwiches Boosts Category Growth
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Consumers See Less Difference Between Car Brands, Survey Finds
Keywords: Automotive
A survey by the Consumer Reports National Research Center revealed that the difference perceived by American consumers between the top car brands and the challengers is shrinking.
The 2012 Car-Brand Perception Survey indicated that Toyota, Ford, Honda, and Chevrolet maintained their top positions but have seen the point gap decrease. Additionally, most of the top brands saw double-digit drops in their total scores. |
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Big Retailers Say They Won't Neglect Used-Vehicle Sales
Keywords: Vehicles-Used
Forecasters predict strong sales of new light vehicles this year, possibly as high as 14 million units. But executives representing six major dealership groups -- five of them publicly held and one privately owned -- say they won't neglect their used-vehicle business, regardless of what happens with new cars and trucks. |
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Research Quick Hits
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Daily Sales Tip: Turn C-Players Into A-Players
Here are three revealing statistics about average salespeople:
-- Only 73% of them reach quota on a regular basis.
-- 68% wind up leaving the company (either voluntarily or otherwise) within five years.
-- 15% of them evolve to a point where they eventually wind up being the company's best salespeople.
That final stat is the most critical in the sense it reinforces why it's so important to coach and develop average reps on a regular basis.
Determine which salespeople have breakout potential, and meet with them to establish quantifiable goals, as well as personalized incentives, a plan for achieving each goal, and firm dates to follow up and adjust accordingly.
The Key: Assume shared responsibility by volunteering to play some role in helping each rep achieve his/her goals. This way, you earn reps' respect, while also making them feel more accountable for results.
Source: 4 Steps to Kick Off Your 2012 Sales Strategy the Right Way, by Tony Albachiara
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