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Push-me-pull-you
Page 69
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Successful dealers will change their selling tactics to stimulate sales in future.
Successful dealers will change their selling strategies over the next two or three years from a 'push' to a 'pull approach,says Professor Peter Cooke, who has just completed research into fleet disposal patterns.
"The vehicle industry likes to push new vehicles.he explains. "From a buyer's point of view it is much easier to buy a new vehicle than it is to dispose of the old one. So, increasingly, smart dealers should he looking to 'pull' the vehicles through the chain.
"Operators will be much more likely to buy from someone who says they can shift their old vehicles for a good price and encourages them to trade in."
He cites a used car dealership in Oxford:It is extremely successful because they ring customers after two or three years and say they have a buyer for their vehicle and so stimulate the sale."
Cooke thinks this tactic could be effective in the CV marketplace.
-Disposing of used vehicles is like writing a will," he adds. "Everyone knows they have to do it one day, but puts it off.
-Dealers who focus on
solving that problem for customers will score highly," he says. •
• For more details on vehicle disposal see overleaf.