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You, the Myth Buster

There are several myths attached to today's new vehicles and for the most part they all come from a fast-talking salesperson at the dealership. For example, the famous, "You can drive this car for 100,000 miles without service!" There is also the old favorite, "You have to have your car serviced here at our dealership to keep your warranty intact." Those two seem to cancel out each other but still, the myths persist.

Let's not forget the "when you car reaches 100,000 miles you have to get rid of it!"

The consumer should take the time to read all the warranty information as it clearly states what is covered for those 100,000 miles (or five years, whichever comes first) but like the owner's manual, it usually gets shoved in the glove box or the back of a desk drawer and is forgotten until something stops working on the vehicle.

Unfortunately, the majority of consumers hear what they want to hear. What they hear from the salesperson isn't entirely false but it is a deception by omission. The consumer happily leaves the lot with a car they believe is maintenance free and the salesperson happily pockets the commission.

It does make you wonder why the consumer doesn't question the direct mail piece they get each quarter offering savings on a variety of preventive maintenance items -- then again, the piece usually doesn't tell you why those services are needed. The one I receive each quarter from the dealer never tells me why I need to use the eight coupons they send me!

This is where you come in. Don't let your customers fall into this trap when they purchase a new car.

The other popular myth that after a car reaches 100,000 miles you have to get rid of it also needs to be addressed. Tell that to those who are members of the 200,000+ Mile High Club. A properly serviced vehicle can go a lot further than 100,000 miles and you need to let your customers know this.

Be a myth buster!

You can do this in a variety of ways.

Educate your customers with a newsletter.
Pass out a flyer to each customer who comes in.
Have a brochure on hand that can be entitled "What You Need To Know When You Purchase a New Car."
Have photos of vehicles that have reached the Mile High Club due to proper servicing in your waiting area!
Host a Car Care Clinic. Make it a Show and Tell event. Customers can't promise to read this later then throw it out or put it in the glovebox where it will stay until they sell the vehicle.
Your customers trust you with their vehicle, they'll trust and appreciate you even more as a myth buster!

Please call me with any questions or concerns about being a myth buster!

Thanks!

Rhonda

Rhonda Hiltbrand
Chief Operating Officer
NWZ WORX Multimedia
4270 Mt. Carmel Tobasco Rd.
Cincinnati OH 45244
(800) 473-0202
(513) 688-8300
Fax: (513) 688-8303