There was one particular ad that caught my eye. The headline was “You can now bring your own price tag.” It was from Citroen with the car prices slashed and replaced with the words “Your Price?”.

Fantastic. Does it mean if I asked for $1 – would they give it to me? I’m quite sure the answer is NO, but it does make me wonder that flexibility and negotiating car prices has become a whole lot easier.

Marketing that works are marketing that get a response to do an action. This was a good ad that was better than most – as it has a call-to-action. Not a clear call but nevertheless a call to come down to the showroom to negotiate your price with them.

In a business, where are the greatest sources of new leads generation? Usually through advertising and promotions. If car dealers are doing their sales followups right, referrals will be the next greatest source of new leads (about 20%).

There is actually a very simple way for car dealers to make their advertisements or promotions stand out. Make the advertisement appeal to potential buyers. Remember it is not about car dealers anymore but it is ALL ABOUT THE CUSTOMER.

You have to be at the top of the customers’ long lists of brands, features and benefits. And give a compelling reason for them to follow your call-to-action.

As I write this I think about what it will take for me to buy a car. Basically what car dealers can do is to remove obstacles that stop me from buying the car.One of the biggest deterrents for me (and anyone really) is cost and affordability. How will I make the monthly payments, how much is the COE, projected petrol costs etc.

So why not do this: An advertisement that gives a breakdown of monthly costs and show how the benefits outweigh the costs. No pictures of cars, just a table showing costs breakdown. Definitely the advertisement will stand out in the classified sections. The cost-conscious buyer will be moved to come down to the showroom to have a discussion with the salesperson.

Examples of call-to-actions:

• Get a FREE tailored report on car payments affordability. Make it like a meeting with their financial planner instead of the “busy-closing” salesperson.
• Our staff will watch your kids while you discuss with us.
• Any other “calls” you can make that will make potential clients to get off their bums and turn up at the showroom.

The recession is a great development. This is the time for dealers need to be completely transparent to get the trust back from the market and this helps them do that. Becoming more open about maintenance and repairs that they usually overcharge for.

There are many things that happen after the initial purchase that dealers should also be sure to improve to show they value the customer. It will be an opportunity to overtake your competitors and the most innovative and persevering will win.