{"id":1664,"date":"2009-10-29T12:31:34","date_gmt":"2009-10-29T17:31:34","guid":{"rendered":"http:\/\/dobermandan.com\/?p=1664"},"modified":"2009-10-29T12:39:53","modified_gmt":"2009-10-29T17:39:53","slug":"stretching-the-truth-marketing","status":"publish","type":"post","link":"https:\/\/www.dobermandan.com\/blog\/stretching-the-truth-marketing\/","title":{"rendered":"“Stretching The Truth” Marketing"},"content":{"rendered":"

“The highest compact we can make with our fellow is,
\n‘Let there be truth between us two forever more.'” <\/strong>
\n–Ralph Waldo Emerson<\/strong><\/p>\n

Dear Friend,<\/p>\n

I’ve got a couple BMWs I’ve been thinking about selling.<\/p>\n

For a couple reasons.<\/p>\n

Don’t get me wrong. They’re great cars.<\/p>\n

Too much maintenance for me.<\/p>\n

And they’re perceived as “rich guy” cars. (Frankly, I don’t want that kind of attention.)<\/p>\n

So I’ve been thinking about selling them for a while now. I just haven’t been motivated enough to stick a “for sale” sign on ’em or place a classified ad.<\/p>\n

Naturally, my ears perked up when I received this e-mail from a local dealership this week:<\/p>\n\"BMW-email\"\n

I usually look at this stuff through a marketer’s eyes.<\/p>\n

They put a deadline on the offer. That was good.<\/p>\n

Here’s what REALLY caught my attention…<\/p>\n

Did you notice this part in all caps and underlined?:<\/p>\n

THERE IS NO PURCHASE NECESSARY<\/span>!<\/strong><\/p>\n

That caught my eye because my initial reaction was that this was a tactic to get people in the door to trade up to a new car.<\/p>\n

They mention if you’d like to trade up, they’re happy to make a deal… but they’re offering to buy your used BMW outright.<\/p>\n

So I took the time out of my day to see what kind of offer they would make.<\/p>\n

Let’s just say this e-mail wasn’t exactly<\/em> true. It was a bit of “creative writing” or stretching the truth.<\/p>\n

Aww heck! Let me callz ’em like I seez ’em. It was…<\/p>\n

A Lie!<\/strong><\/p>\n

There was no offer to buy my car. The salesman even admitted they sent out the e-mail to try and get people into the showroom to upgrade to a newer car.<\/p>\n

They made me an offer on what they could accept in TRADE for my vehicles… but they were not “buying vehicles” like the e-mail stated.<\/p>\n

I didn’t make a big deal out of it. In fact, I didn’t say much of anything.<\/p>\n

The sales people I’ve dealt with there have always been nice and helpful.<\/p>\n

The service department there has always been top notch. They do great work and complete it on time.<\/p>\n

I REALLY want to like these guys and leave the option open for doing business with them in the future… but dog-gone it! They lied to me!<\/p>\n

NOT cool.<\/p>\n

I was already not crazy about my existing cars… but I COULD have been convinced to buy another one if my concerns were addressed.<\/p>\n

Unfortunately after this incident, BMW won’t be an option for me. I’ll probably buy a good, used Japanese car.<\/p>\n

“Honesty pays, but it doesn’t seem
\nto pay enough to suit some people.”<\/strong><\/p>\n

I hope this goes without saying, but lying to your prospects and customers is NOT how you should do business.<\/p>\n

You might fool them once and get ONE sale… but they’ll never buy from you again.<\/p>\n

I know I’m preaching to the choir today. You would never do something like this.<\/p>\n

I guess I just needed to blow off some steam. I was really disappointed with these guys. Especially because tricking people is not necessary.<\/p>\n

If they would give me the opportunity, I could create a program that would cause a sales EXPLOSION over the next 30 days. Even in this crappy economy.<\/p>\n

It would be pretty easy to do and wouldn’t involve tricking people to get them into the showroom.<\/p>\n

In fact, I’m utterly amazed the dealership has never done this.<\/p>\n

Wanna know what I’d do to cause a sales explosion?<\/p>\n

I promise I’ll tell ya… but I want to hear what YOU would do first.<\/p>\n

Write your ideas in the comments box below. After you’ve shared what you would do, I’ll reveal exactly what I would do to cause a BMW sales explosion.<\/p>\n

This is gonna be fun.<\/p>\n

All the best,
\n\"dobedansig_sm12\"<\/p>\n

\n

\n<\/br>
\n<\/br>
\n<\/br>
\n<\/br>
\nP.S. Other than this incident, everybody there at the dealership has been really great. I think they’re good people. They just made a bad decision.<\/p>\n

Do you think I should share my feelings with the owner… or just keep my mouth shut?<\/p>\n

\n

\n

\n

\n","protected":false},"excerpt":{"rendered":"

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