A discussion about sales, sales tips and advice, and about those who land the deal

I love Nissans.  Let me just say that at the outset of this little rant. 

My wife drives a Nissan Quest.  Its in great shape after five years, so we keep on driving it.

Today, I got this letter in the mail.

It was a sales letter from the local Nissan dealership saying they had a great deal for me...a monthly payment to fit my budget (really? how do you know?)...let them make me an offer...blah blah blan.  Decent sales letter, but nothing that memorable.

So, what are they offering me as an "enticement" to come into the dealership, talk to a sales guy (who invariably has to go back and forth with the manager to get a deal done), spend several hours in an uncomfortable office chair waiting for the mysterious sales guy-manager conferences to take place, and then buying a new car for $30,000 or more?

The answer is at the bottom of the letter.  Here's where they try to lure me in by closing the deal with a special "enticement":

My choice of either a $15 gift card to Starbucks, or a whopping $4.95 off my next oil change.

What would your reaction be?

My reaction: How CHEAP!

My question: Was that the right reaction?  I mean, do I have the right to expect more?  Is it realistic to think that a car dealership would, perhaps, offer something like a $100 dinner to a nice local restaurant...or tickets to a hockey game...or an iPod?  Am I a spoiled consumer who expects too much?

Whatever the case, the point I want to make to you - all of you (and me) who sell daily - is that sometimes you can make a horrible impression in a half-baked attempt to make a good one...

Here's how I imagine the conversation went at the dealership...  

"Hey, our first quarter sucked ladies and gentlemen.  So, we're going to get the second quarter off with a bang by doing a big time mailing to all local Nissan owners, even the ones who didn't buy the car locally (like Dan), and get them in for a test drive.  So, how do we get them into the dealership???  Ideas, people!  I need ideas!!!"

The guy from the service department says, "I'll throw in five bucks towards an oil change."

"YES!", says the sales manager.  "Great!  People love oil changes.  Good job, Frank!"

"It's Ed."

"Ed, right.  Frank was the guy we fired a few weeks ago.  Sorry about that...OK, what else would get them flocking in???"

"Dinner at a nice restaurant?"

"Geez, Laurie, do you think we're made of money?  The division only gave us $500...be realistic."

"How about Starbucks.  Everybody likes coffee, right?"  (Dan doesn't drink coffee...minor detail).  "How about a $20 gift card?"

"Close.  Let's make it $15.  Not as much as 20, but a lot better than 10.  That's perfect...they won't be able to say no to THIS one!"

* * * * * * * * * *

So, they spend who-knows-how-much sending a computer generated letter to me offering a nothing oil change coupon or a gift card for a place I never visit.

I may be all by myself in this line of thinking, but I want some customized marketing.  I want to know what kind of payments they could give me for a new 2006 Nissan Quest...I want a gift that is going to be relevant to me (no payment for the first month or two?)...I want a good offer that breaks through the clutter and gets my attention.

This wasn't it.  Is YOUR sales letter better than this?  If its not, look for it to be picked apart on some blog near you.

Be original.  Be unique.  Approach new sales opportunities by setting yourself apart.  Come on, guys and gals...be a real, live sales PRO!