The Human Edge in Automotive Marketing

At a time when people are trying to make ends meet because of recession, selling cars appears to be such a gargantuan task. And probably it is. Instead of spending their money on a new automobile, average income folks would rather save for their more immediate needs and avoid spending unnecessarily. Although cars are considered a commodity, most people who can afford them already have their own and would probably veer away from buying new ones during these economically trying times. This puts car dealers in a rather uncompromising situation. The business of car dealership isn’t as attractive as it used to be. Worse, car dealers could end up losing more if they closed shop than if they carried on and hoped for things to get better.This is, indeed, a problem unless dealers start reversing their views on the situation. There is always a time for every market to slow down but it is not a reason to call it quits. If anything, this should be a time to contemplate on the measures that may be taken in order to handle the crisis instead of wait for it to explode. It is important for people in the car business to remember than when all automotive marketing strategies fail, only human relationships hold up. Now, it is up to the automotive company, or any other business for that matter, to build on this human edge in order to survive. After all, the automotive industry has a market even in these times and that is a fact.But what is the human edge? The human edge is that miraculous touch that human relationships can give any business that seems headed for disaster. It isn’t magical. In fact, it can be very scientific depending on how you approach it. The human edge is that ingredient of all successful crisis marketing campaigns whose main requirement is for businessmen to grow a skill in building good rapport with potential customers without the latter even knowing. It is gaining more acquaintances and taking time out to build on possible friendships and allowing your network to grow and grow until everyone comes naturally to you. You may say this is basic for all salesmen working with any market there is. But while it is basic, it can be lifesaving to any type of enterprise that needs a salvaging.This is when you no longer need to approach people and tell them what you want them to do. If you perfect this skill of creating in them a need to buy that thing you’re selling, they’re going to buy it and they will buy it from you. Times are hard but some people are willing to stretch out their budgets for a little luxury as long as they find a person they’re comfortable with in considering such a possibility. Also remember that customers only need the right person to make them want to buy. Often, these successful salesmen are friends who just happened to be salesmen and not the other way around.