New rules of selling. Service.

Toyota-camry-new-02 I recently bought a Toyota Camry. Nothing special. Nice car. Good stereo. Good mileage. Nothing bad happened in the buying cycle. The sales person insisted on getting my email address "for our records" and sure enough, I've gotten an email every month for new car specials. Low financing. Lots of inventory. In effect, if you still have any money, we want it. BUY BUY BUY BUY BUY BUY BUY. Dang it, when will sales people learn that people don't want to be sold? Instead of thinking about selling me, they should be using their email access to support me. Here's what I would respond to: We've just gotten new GPS software. Come to us for your 10,000 checkup and get your GPS updated, all for only $99. [Just for fun, try to find GPS updates on any car website] February is a slow month for us so we're offering oil changes for $35 instead of our regular price of $46.55. We're just as convenient as your local oil change shop. Let us prove it. Winter is the hardest time on a car. It taxes your battery, your tires, and your gasoline consumption. Click here to read our ebook on getting the most from your car during the worst of winter. Did you know that most drivers rarely check the air pressure in their tires? A recent survey showed that the average driver checks tire pressure only when the tire is visibly deflated. Click here for a video on how to check your tires. Or come into our shop for a free tire pressure check. We'll inflate any low tires and show you how to do it yourself. In effect, We'd like you to think of us first when you need to service your car (and when you buy your next one). I abandoned my Lexus dealer without hesitation. After purchasing two cars from Lexus, I realized that they didn't offer a better buying experience or a better service experience. Lexus is just more expensive. So why not buy the same car from Toyota for half the price? Same car; different logo. We buy a car every few years; we buy service every few months. Who will we return to? The new rules of selling: service what you sell and you'll sell more.
Steve Johnson

Steve Johnson

Steve Johnson was a founding instructor at Pragmatic Institute, a role he held for more than 15 years before he left to start Under10 Playbook. In his return to Pragmatic Institute, Steve supports the complete learning path for product teams, ensuring they are fully armed for success. 

Over the course of his career, Steve has helped thousands of companies and tens of thousands of product professionals implement product management processes. He has worked in the high-tech arena since 1981, rising through the ranks from product manager to chief marketing officer. Steve has experience in technical, sales and marketing management positions at companies that specialize in both hardware and software. In addition, he is an author, speaker and advisor on product strategy and product management.


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