Attracting The Sleeping Buyers
Your Step-By-Step Strategy To Dominate And Control Your Market

If you're ready to start growing your dealership and selling more cars today, this is one of the most important things you'll ever read.

The Sleeping Buyers

Only about 2% of the population in any market is actively shopping for a vehicle at any given time. The other 98% is an absolute goldmine for dealers smart enough to pay attention to them. We call them Sleeping Buyers, because while they're not actively shopping, they are dreaming of driving a Nicer, Newer® car.

What comes next is a step-by-step guide to the strategy we've helped dealers across the country use to WAKE UP these Sleeping Buyers and pull them into the market TODAY.

Most car dealers are so busy fighting over the 2% who are shopping that the Sleeping Buyers go completely unnoticed. When dealers start attracting Sleeping Buyers, they still get their fair share of the 2%. So all the additional traffic is incremental sales, above and beyond what they're already doing.

“I've watched this strategy work in dozens and dozens and dozens of markets with big stores and small stores, in great markets and in not so great markets, with new stores and with used stores. It just works.”Scott, Tucson, Arizona

Why Aren't They Shopping?

If Sleeping Buyers want a better car, why aren't they shopping? Two big reasons.

1. They've taken themselves out of the market.

Sometimes it's a trade issue. Sometimes it's a real or perceived credit issue. Sometimes it's a bad experience at another dealership, or the idea that buying a car is a chore instead of the blast it can be.

Whatever the reason, most people take that dream of driving a nicer, newer vehicle and remove it from the realm of possibility. That means they're stuck in a car they hate, and you're stuck with ads that just DON'T WORK.

2. Today, all dealerships look the same.

Not the buildings (although that too). Most automotive advertising looks and sounds exactly the same.

“What other car dealers do, I look to do the opposite! I want to be unique because it helps me stand out.”Kevin, North Carolina

But SAME IS LAME®. Those ads don't just blend together. They're completely invisible to the Sleeping Buyers.

Think about it. The Sleeping Buyer has taken themselves out of the market, and almost all car advertising shows nothing but pictures of cars and prices. When's the last time an ad with pictures and prices of a washing machine caught your attention? Probably the last time you were shopping for a washing machine. That's exactly how the 98% feel about the typical car ad.

And are the radio stations and media outlets giving you a 98% discount? We think not!

So How Do You Get Their Attention?

The key is to stop talking about the car and start showing them you can help with whatever has kept them stuck in a car they hate.

Stop selling cars and start selling solutions to their problems.

That's where the magic happens. When you do this, you give real value, and you let the Sleeping Buyer flip the switch from "not shopping" to "shopping" because of something only you provide.

To show them you're different, your advertising has to be different. To start, you have to answer two questions that are on everyone's mind.

Question 1: Why should a customer choose you over every other dealer in town?

Most dealers race to say, "We've got a great selection. We've got excellent service. We have a wonderful location. And we've been in business 75 years." The problem is, every dealer says that. Worse, customers EXPECT all of it, so they don't care when you advertise it.

Give people a real, meaningful, emotional reason to choose you that actually helps them, and you'll wake up the 98%: traffic up, sales up, profit up. People will pay more for real value.

Question 2: Why choose you right now?

Waking up the Sleeping Buyer only matters if you can get them out of bed and into action NOW. If you want the market to react fast, your offers need three things:

The Biggest Takeaway

There's a huge difference between believability and truth. They work best together, but don't confuse them or substitute one for the other. Your offers need to be true AND believable.

You control the believability of your ads by including a reason why. Most advertising leaves it out, and that's a HUGE problem, because most people don't trust ads or salespeople. Between every person and every purchase stands a mighty wall of mistrust. The bigger the purchase, the bigger the wall, and for a car, that wall is high.

To make the sale, you have to scale the wall by building trust and believability. If you do it on your own, you have to come up with a new reason WHY you're having a sale or making an offer every single month, in a fresh, fun and relevant way. Do that, and Sleeping Buyers will be happy to rush in for your offer TODAY.

Consider The Benefits

Imagine creative that goes beyond typical car advertising and helps you stand out and sell more without spending more. Imagine not having to fight over the 2%. Not having to sacrifice profit to make a sale. Not having to accept the status quo.

“You face a whole new set of challenges, like where am I going to get more inventory and how am I going to get more employees to handle all of these customers? As opposed to how do I get people in the door and how do I move this extra inventory?”Jef, Joplin, Missouri

Here's The Bottom Line

We've got a proven method for doing this. We can do it for you and make it fast and simple, or you can do it yourself using the methods laid out here.

We work with dealers selling Chevy, Ford, Dodge, Chrysler, Kia, Hyundai, Jeep, Mitsubishi, Ram, Nissan and more. We've managed $576 million in advertising budgets and helped our clients generate $34 billion in revenue, selling over 3 million cars in 300 markets.

“It's different than what everyone else in my market is doing, but that's to my advantage. We've grown tremendously over the last 5 years. Now we're doing more business than we ever have.”Tony, Kentucky

If you'd like help putting this strategy to work in your store, start with a free Marketing Waste Report.