Early in life we learn to attract attention and benefits by shouting out what we want. If nobody listens, we shout out again … only louder!
The all-important art of listening comes later, if it comes at all. And, contrary to old prejudice, the most successful car salespersons tend to be the quiet, listening type. Steering the dialog ahead with their keen ears.
”There’s a reason why we are born with two ears and only one mouth”, says Phyron’s UK Account Manager Shaun Bosley. ”That’s something every sales mentor would have told any now successful sales director.”
On the marketing side, the art of listening is often materialized in marketing research. Which is more tricky than most people realize. So, to save time and money, some take the fast and easy way out, with instant, generic or home-made varieties of web surveys. But ... beware of D.i.Y.
Here are some of the things professional researchers do better: qualified sampling; minimizing statistical errors; refusing results based on low response rates; resisting the temptation to squeeze too-detailed info from small numbers, and more. Lots more.
This ”inbound” stream of sales and marketing communication is every bit as important as the ”outbound” campaigns. And please don’t fool yourself by mistaking oversimplified results from ill-considered web polls for reality.
Here at Phyron we have keen ears for car dealers’ needs. With thousands of dealers ... and hundreds of thousands live car ads running 24/7 on dealer websites, in marketplaces and social channels in 25+ countries … we keep listening and learning 24/7.
