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Grip : GRIP December 2011
SALES GRIP selling our differences the key in 2012 By Gary Johnston National Sales Manager THE market is full of of fers and claims that are confusing for customers. For example, one importer claims to have five-star cars which is technically correct, but is this a ploy to confuse customers who think they are referring to five-star safety? A number of impor ters have introduced 2WD versions of SUVs and are marketing these as a cheaper alternative to the AWD version we sell. Would you buy a cheaper, less able version of an SUV, or would you rather the real thing? Our brand success has been built on a premium position where we have sold our differences. That position has been eroded and the net result is a negative impact on margin, on sales volume, on resale and on our brand reputation. In 2012 we have a number of new models, enhancements to current models, limited editions and main events to work with, allowing us to get back to doing what we do best - selling our differences. Customers will pay more if they are convinced they are getting their money’s wor th, and the value is built in during the sales process. Knowing your product strengths and your competitor’s weaknesses. Apart from AWD, Boxer engine, five-star safety (on every car we sell) and great resale value, we have many other features that we do not charge for that we hardly ever mention. For example, metallic paint. Only one other brand in the market does not charge and others charge between $350 and $2500 for this feature. When was the last time we talked about this? Then there is DataDot and the free excess insurance. Again, no one else offers this for free. Our ABS is not just ABS. It’s a top of the line version, that you would find on cars worth $100,000 or more. Our Macintosh sound system is not just taken off a shelf and stuck in the dash. It has been designed to give maximum sound quality for the car it’s fitted in. Other features like SI-Drive and VDC are unique. VDC is not just a stability control, it’s much more complex. And even AWD has more than one version, but do we sell that? There are so many more superior features in every Subaru, and we must sell on product, not price. We have been lulled into fighting on ground that is not even. Our competitors have tried to sell cheaper products, many sourced from China, Thailand and Korea, and we have obliged by selling our products under value. The most important message we must embrace in 2012 is to sell our differences. Premium, above price, must be the culture. And, training is the way forward. We will be conducting Subaru DNA training in 2012, but don’t wait. Start today and get to know your product and its superiority. Contact the Editor INSIDE GRIP HOME PAGE MARKETING AFTERSALES PRODUCT PLANNING PARTS & ACCESSORIES LEGAL FINANCE & FLEET SUBARU ASSURED BRAND COMPARISON DEALER RANKINGS SPORT Subaru EyeSight Driver Assistance Technology
GRIP January 2012