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Is It Really Necessary?
Sometimes, I like to hit up some used car sites and see what it would take to get me into a Camaro, and I look at the ads. Frequently, they're listed in a column with a small picture to one side, a title that includes its trim and model, and a short description, usually highlighting some of the features of the car. There's always such a long list of features that I took the time to read several of them for various cars rather than disregard what is obviously trash-quality content.
I discovered a very foolish habit that dealers tend to use on all of their cars. They waste their time regurgitating the entire sticker. Most of these used car managers aren't educated, and I'm confident they're not adept at typing essays of information as a result, so while customers wait to meet the boss for a negotiation, they're sitting at their computer, sipping coffee, and two-finger-typing a list of features. Let's talk about this list.
On the same page that they highlight Active Fuel Management or Direct Injection, easily two of the most high-tech features available on different Camaros, they are sure to point out the included power windows, power locks, and tachometer. When you're trying to sell a car, shouldn't you know to point out the big features that would sell the car rather than the mundane features we all expect out of everything on four wheels? Is it really necessary to tell me that my future car has a tachometer? If I didn't know that, I don't know that I should be driving at all. It seems like our so-called sales professionals really need to up their game and realize it isn't the 1970's anymore. Buying and selling cars has come a long way, and they need to make it a lot easier to sort the good products from the lame ones when trying to highlight their supposedly great inventories. Flooding the Internet with lines of garbage isn't the way to get noticed.
It's a shame these dealers are such idiots. With a little technical expertise coupled with a big enough pocketbook, a good businessperson could really renovate the entire process of buying a car.
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