Focus on what the customer needs, not what they want. (07/17/06)
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This weekend we heard a very concerning advertisement on the radio. We will not name the dealership group that ran the ad, but investors can be reassured that it was not a large public dealer group (although it is one of the top dealer groups in the United States.) The advertisement began with a police officer pulling someone over and asking for identification. Then the officer says: “this can’t be your car, running a quick credit check tells me there is no way you qualify for this nice of a vehicle.” The customer responds by saying well I went to dealership “XYZ.” Then a voice comes over and says something to the effect of: “no credit, don’t sweat it, for this ...

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