Insurance Sales Tracking For Increased Sales

When you struggle to track where prospects are in your sales funnel and how likely they are to do business with you it’s easy to drop the ball and miss prime opportunities. Many tracking systems are complicated and unwieldy. You need a simple tracking system. You need to know at a glance exactly who your prospects and leads are, how likely they are to do business with you, their contact information, the commitments agreed upon during your last contact, and the next action you must take to close the business.

And you need all that information in one place. Sales is a hectic fast paced business. You need to know exactly who your prospects are at any given moment. When you try to track all your prospects in your day planner, a call sheet, or many CRM’s you really can’t access everything you want and need to know quickly and easily and everywhere you are.

You can use a single sheet to record all the information you need to track your sales funnel. This will make the whole tracking process easier for you. Plus it helps you to have everything you need in one location when you need it.

Prospects don’t usually enter and exit your sales funnel as customers in one step. Most sales cycles involve multiple and incremental steps that occur over a period of time. Some sales cycles are extremely long especially when the sales involves high ticket decisions. The sales cycle itself poses a stumbling block for many sales professionals.

Define the required steps for advancing the sale in your sales process. Based on your sales experience what sales techniques do you have to advancing a prospect that doesn’t fall within your standard sales process? You’re sales success depends on your ability to move people through the buying selling process. If you don’t have a next step option for your prospect you can’t expect them to come up with one for you. Plan clearly defined advancement options that both you and the prospect can agree to. If you don’t have advancement options you have to have far more leads in your sales funnel that someone who does. You’re letting valuable prospects slip through your fingers because you don’t have a plan for keeping prospects on track and on board with your solution.

All too often sales professionals drop the ball and allow months to pass without taking the appropriate next action. This probably happens more often than you’d like to admit or than you even realize. These time gaps hurt your relationship to the point where you almost have to start over with the prospect. You’ve lost your connection and now they don’t trust you because you’ve demonstrated that they can’t count on you. That kind of relational damage is hard to repair. Effectively tracking all your leads and prospects and the next actions you’ve committed to reducing the likelihood of dropping the ball. It’s much easier for you to monitor your entire sales process and everyone in your sales funnel, and you close more business.

If you want consistent and predictable result you have to know exactly how many people you need in your sales funnel at all times. As soon as you close a prospect you know you immediately need to replace that prospect in your sales funnel. Through experience you’ll discover both your capabilities and limitations. You’ll discover how many leads you need to consistently generate to produce prospects for your sales funnel. Eventually you want to develop lead generation systems that produce the right number of new prospects entering and leaving your sales funnel as customers so you obtain the sales objectives that fit your needs.

Sales Sells The First One, Service Sells The Rest

No business is just a buy-and-sell business in todays competition driven world. Customer service and superior after-sales have emerged as the two critical success-oriented techniques and the core drivers of competitive advantage.

Excellent after sales support can help improve customer retention, streamline service process, maximize efficiency and reduce overhead costs. But there are still a lot to it- customers of a business can be new ones, or current ones returning to buy more. The significance of good customer service can be seen in the fact that it costs 5 times as much to win a new customer than it is to retain the current one. This particularly goes well with short-term growth as the cost of acquiring new customers is typically much greater than the cost of retaining existing ones. With excellent after sales the repeat business is generally much cheaper for the company as their sales process is usually less intense. This is how the dictum goes Sales sells the first one, Service sells the rest. Let us understand this better with the help of an example. A mobile phone manufacturer may be a market leader, but if it has poor customer service, the customers may switch to its rivals. To stay ahead of the competition, he has to provide exceedingly good after-sales support that could bring back the customers- repeat customers we say them.

This repeat business can become much cheaper for the mobile manufacturer as its sales process would now be less intense and become more of an “order” taker effort. In contrast, poor after sales support could have made the sales process much more intensive. This would have required the sales function to overcome that poor after-sales support with more sales techniques like demos, sales calls, presentations, etc., which inculcate a higher cost.

On the flip side, happy servicing brings in loyal customers, and loyal customers are free advertising as they will not only tell others of the great service they have received, but also come back to buy again.

Why Companies are Unable to Provide Quality After-Sales Support

Many companies are unable to provide the high degree of after-sales support because they consider customer service as a cost and investment, and not a profit center. It does not make good sense as spending few bucks for keeping your customers happy would not only make them your regular customers, but would also act as revenue stream for you. Effective customer management with the help of Service Management Software and other service automation tools can actually be bundled into the original sales offer.

There can never be more opportunity to invest in sales and foster valuable connections by delivering excellent customer service and support.

Need Help To Close A Sale Sales Jokes Can Really Work!

Telling sales jokes to help lighten the mood can be a great start for any sales pitch. Obviously the sales jokes needs to be clean, as you never know whom your really speaking to and what morals they do or do not have on certain topics. The more you get to know your client and you keep sales jokes and humour in your pitches the better the relationship can become.

Sales Jokes can be seen or heard everyday in radio and television commercials and in all types of advertising. We even have television shows all about funny advertising. With all of this it is no wonder we bring sales jokes into our day to day sales pitches and conversations. Even the toughest of customers have a funny bone somewhere so finding an opportunity to us a sales joke might just lighten the mood and make your conversation seem less about wanting a sale.

Sales jokes can be in the form of face to face sales, email sales, advertising sales the list is really endless there is no time not good for a good old joke and a laugh. We often get too caught up in how we are going to make sales and how are we going to get the customer to listen or want to keep listening to what we are trying to say around selling any product or service.

Keep some jokes up your sleeve, they can just be one-liners even. Try to make the joke around what you are selling be product specific if you can.

An example of a sales joke might be:

Tony was very excited; he had just landed his first professional sales role. On his first day at the company, the sales manager took him up on to the roof of the building and said, “I am going to give you your very first lesson in sales. Stand on the edge of the roof.” Reluctantly, the new salesman moved closer and closer to the edge of the roof. “Now,” said the sales manager, “when I say, ‘jump!’ I want you to jump off the roof.” “But, sir,” protested the green sales recruit, “there’s a huge drop!” “Do you want to succeed in sales?” said the sales manager.” “YES” “And you trust me, don’t you?” “Yes, I guess.” “So do as I say and jump.” Tony jumped. He crashed to the ground and lay there, winded and bruised. His sales manager went racing down the stairs towards him. “That was your first lesson in sales, Tony. Never trust anyone in business!”

At the end of the day everybody loves a good laugh, so by using sales jokes and humour in your conversations with customers you are creating a solid ground for your sales pitch to feel less like a sales pitch.

Electric Blanket-shantinath Sales Produce Most Efficient Electric Heating Products

Shantinath-Sales Produce Most Efficient Electric Heating Products Like Heat Pad Electric Blankets, Heat Quilts, Body Warmer Under Blankets, Electric Heating Under Blanket Etc.
We are the manufacturer of Electrical Heating Blankets/Bed Warmer and many other products used for cold climates which are easy to operate and economical in comparison of heating a room which is up-to 20 times costlier. You can get much better results with very low power consumption,
These blankets/pads are made for cold winter night and are useful to avoid shivering and pain relief. Modern electric blankets /pad are 100% safe. The blankets/pads are available in different sizes and are fitted with a three stage temperature controller.
Many episodes of pain come from muscle exertion or strain, which creates tension in the muscles and soft tissues. This tension can constrict circulation, sending pain signals to the brain. Heat application eases pain by:
dilating the blood vessels surrounding the painful area. Increased blood flow provides additional oxygen and nutrients to help heal the damaged muscle tissue.
stimulating sensation in the skin and therefore decreasing the pain signals being transmitted to the brain
increasing the flexibility (and decreasing painful stiffness) of soft tissues surrounding the injured area, including muscles and connective tissue.
As many heating pads are portable, heat may be applied as needed at home, at work, or while traveling. Some physicians recommend alternating heat and ice for pain relief. As with any pain treatment, a physician should be consulted prior to beginning treatment.

100%TEFLON base material is used for perfection of the product
DOMESTIC USES indoor as well as outdoor.
Heat Tracer, Barrel Heating pad and other industrial products
Contact Us

Contact Person :
Mr. Suresh Jain

+91 9999012672, +91 9250027671, 91-11-65392672
[emailprotected]
7/37, Ansari Road, Daryaganj, New Delhi-110002 (INDIA)
Bhai Akhil

+91 9953058338 , 011-239754957
1270, Chandni Chowk , Delhi-110006 (INDIA)
Mr. Shri Ram Sharma
+91 9911892266
Via Net banking Transfer & Fund Transfers Account No
Shantinath Sales Corporation
Our Banker-
State Bank Of India
A/C NO: CA-30936170613
Darya Ganj,New Delhi-110002
Branch Code: 01270
IFSC: SBIN0001270

Online Ticket Sales Brings Many Benefits

The Internet age has significantly changed how many products are traditionally sold, especially non-bulky information-based products that you don’t need to see before buying.

As a result, most people these days assume that it should be possible to purchase tickets for any event online, ideally from the event organizer’s website.

But the reasons why you should consider setting up online ticketing system are more than just to make it easier for your customers to buy tickets. If you enable people to buy tickets online, you can expect increased ticket sales and attendance, increased efficiency, higher profits, enhanced patron satisfaction and reduced costs.

Let’s consider a few of the most important benefits.

A box office that’s open 24/7.

Whilst simply setting up a web site is a great way of promoting your organization, you’re definitely losing customers if they can’t purchase tickets whilst they are on your site. Very often they’ll decide to attend one of your events as soon as they’ve seen your event description… so should make it as easy as possible for them to purchase tickets right at that moment. If they have to wait until the next for your box office to open, its quite conceivable they could either change their mind in the meantime, forget or decide to spend their money in other ways.

Eliminates booking fees and service charges added by ticketing services.

Both patrons and venue operators are becoming more and more disenchanted with the large booking fees charged by middlemen. With your own online ticketing system, you can not only eliminate service charges, but manage your your ticket sales and pricing as you like, which helps in developing enhanced and happier relationships with your customers.

Patrons can choose the exact seats they want from an online seating map.

With many online box office ticketing systems, customers are able to select and purchase the exact seats they want in real time with just a click of a mouse via an interactive seating chart. Such systems may offer the ability to display both the full auditorium or each section separately, to hover over seats and display the seat and row number and ticket price, to zoom and scroll over the seating chart, show available and unsold seats, or even show a view of the stage from the selected seat .

Saves time, reduces workload.

An online ticketing system greatly reduces the time you’ll spend answering phone calls, correspondence and other box office related matters … a huge benefit if you are a non-profit or volunteer run organization. And although this does mean that personal contact with your customers may be reduced, you’ll still be providing them with an enhanced level of customer service by offering the option of printing an e-ticket online, printing a voucher to exchange at the box office or requesting tickets to be posted.

Sell tickets from anywhere in the world.

With many web based box office ticketing systems, you can not only access the full administrative functionality of your box office system from anywhere in the world but you can Sell tickets, take payments and instantly print the tickets if you wish, just as if you were sitting in your local box office. For small or non profit organizations, and especially if you rely on a handful of volunteers, you’ll appreciate how useful this can be in farming out the workload.

Set up a network of resellers.

With an internet based event ticketing system, you can normally appoint resellers or distributors in any location provided they have access to an internet connections. These resellers simply log on to your system via their PC and internet connection and use your ticketing application to sell tickets the same as if they were sitting at a local box office terminal.

Increase “brand” awareness.

More people visiting your site to purchase tickets means more referrals and more awareness of your organization. And displaying your web address on all publicity materials (flyers, leaflets, magazines etc) as the convenient place to purchase tickets, is considerably more effective than just listing a contact phone number.

Build Customer loyalty.

Your own web site is always your customer’s primary choice when looking for information about events or ticket availability. Most people expect that your website will display the most up to date information about events and the best offers.Serving your patrons well by a website that’s not only informative, but allows them to buy tickets online, is a great way to build loyalty. And your web site is by far your lowest cost sales channel, plus the one with the highest return.

Send emails automatically to your patrons.

With most internet based ticketing software you can easily enhance your marketing efforts by sending emails to your patrons direct from your database, informing them of future events. And you will generally have the ability to fine tune you mail outs by selecting patrons on the basis of events attended, location or other categories that are set in your database.

There’s an increasing number of online box office ticketing systems available, all with somewhat different features and methods of operation. So, check out what online tickets sales software systems are available, maybe draw up a chart listing what features you see as essential, compare what is on offer and you’re sure to find a system that will meet your requirements and allow you to benefit from all that online ticketing can offer.

Important Tactics For Reaching Your Sales Goals With Innovative Sales And Factoring Strategies

Many businesses under $10 million are focused on the traditional sales channels like major retailers. For many. this is the Mother load, but when there are more competitors all the time and major retailers with flat to negative growth after factoring for inflation, there must be other tactics employed while also making sure you have financing strategies in place to handle growth when you find (i.e. factoring invoices, a/r financing, ABL, credit insurance and more).

It might be tough to grow sales but NOT IMPOSSIBLE!
Like any goal, there must first be a plan. In this case, there must be a business plan with action steps and obtainable goals. So, what tools can be used today to assist in driving sales that most others in the small to medium market are not using. My business school marketing professor always told me to pick a niche and own itmy add on to this, is to at least be very good at niche so your company stands out.

When selling products, the following are tools you must consider:
1. A sales strategy that takes the road less traveledgoing where your competitors are not comfortable will be a major asset. Consider selling to distributors that are solid in foreign countriestake small steps in this direction to open new markets. Selling directly to Carrefour or BenQ is not likely and unwise. If you have experience selling to the US retailers, then selling as a foreign company to a large foreign retailer requires stepping your game up to a whole new level which most small to substantial medium sized businesses are not ready for.

2. Factoring invoices can provide cash quickly to a business that needs to turn around and buy inventory or make payroll, and cannot wait for a traditional banks decision making process that takes months.

3. Make products unique and try to stay away from seasonality if possible so if a sales cycle is missed then the product(s) can be sold at later dates and to others in different regions as well

4. Promote your product were your competition is not heavy this can take the form of non-traditional retail channels, trade magazines that only distributors read, corporate sales, , etc. Picking a Google Ad word is great but if all your competition is fighting for the same word, there will be little response because there will be too much noise for real prospects to see your ad. Select sites that are important to your business but off the typical path that your competitors are following.

5. Make sure you have at least 6 months of working capital in case there is a dry spell in sales finding banks and alternative lenders that specialize in providing working capital for your business model is mission critical. Often, smaller businesses dont qualify for traditional business loans. Additionally, SBA loans are not practical because they offer amounts that are too small for real growth and they usually require pledging everything you own so no other financing can be done.

6. Factoring programs that incorporate a trade finance platform are also valuable as many of the current US businesses are purchasing abroad and having a lender that can issue Letters of Credit (LCs) directly will save you money and brain matter in trying to coordinate the logistics, docs, and terms that protect you correctly when issuing an LC.

7. Supply chain financing is often a term tossed around as a catch phrase, but understanding that a lender that has this type of expertise and program will be an added value in making sure your company produces the right goods at the right time so that appropriate Quality Control (QC) measures are in place, the assets or people on the ground are appropriate for monitoring your efforts, logistics are being monitored, a continual process and system for reviewing the foreign factorys credit to perform accordingly, and many other important features for importing from or selling to foreign firms are in place. PMF Bancorps Supply Chain Financing Plus Program is an example of lender program that incorporates these kind of services.

8. Lastly, remember to get the money when you dont need it because when you do, it wont be around.

The Best Sales Techniques To Test If The Customer Is Serious About Doing Business With You

Sales are a very important and extremely creative field that offers the person in it a chance to prove their worth through unique and different styles. This is why, most people in the field develop one that they use around clients or potential subjects. Now, there are lots of sales styles and more specifically there are lots of sales people who have different styles of their own. However, every sales style has to be based on some legitimate and effective sales skill or it is never going to solve any purpose.

Sales skills are necessary to understand the ropes of the field. There are many rules that can be applied to the skills and they are the basic framework based on which the sales people develop their unique styles. The idea is to make sure that the sales people have a foolproof basis of reading their customers correctly. By this it is meant that the body language, words and even the personalities of the customers have specific tells that can help the sales people to determine the exact course of action or the specific behavior and even the words that would prove the most effective in the achievement of the deal successfully.

Most sales tips that are given by top notch sales professionals, revolve around these sales techniques and the main point of any sale happen to be the customer and therefore it is quite mandatory that the sales persons orient themselves according to the customer and not try to achieve the opposite of this situation.

Every sales person worth their salt has come across particular situations where they have been confused by the intent of the customers. They might have had a hard time reading the customers profiles or body languages to understand whether or not the customer is seriously interested in the deal and would in fact give the product or the service a chance. There are some specific sales tips that have been organized for these situations. Some of these sales techniques can be enumerated as follows.

The first idea that should always be kept in mind is that the customer has to be hooked with the sales pitch and the sales person has to try to do it regardless of any condition which is why they should have a short sales pitch ready that can be delivered straight away and it should pack some power to get the customers attention. This has to be delivered before any kind of reading on the customer.

Every product or service must have a target group of customers and the sales people should try to stick to this target group as much as possible. This would minimize their chances of rejection on counts of absolute disinterest.

The final test in a situation like this is definitely the deal closing question. Therefore, the sales person should try to keep their pitch precise and reach the gentle deal closing question fast to avoid worthless spending of time.

Improve Sales Through Rebates And Incentives

People love to receive something for free. This is a fact that you should take advantage of it if you want to attract new costumers and improve your sales.

Through rebates and incentives, you can actually give people what they want but still, make a significant increase on your sales. And for that reason, rebates and incentives are two of the most common and most effective marketing strategies you can make use of.

Rebates and incentives, of course, must not be given at any time and in any situation without studying first to positive and negative effects it would generate to the business. Here are the critical areas where rebates and incentives must posses.

Correct Rate.

Just because you want to increase your sales, doesn’t mean you have to throw away the value of your product. Do not just offer rebates and lower the price of your product just to gain sales increase. Make sure that you calculate the amount you can afford to give away without risking the future of your business. This is also what you should do when giving out incentives to costumer. Simply put: give your costumers attractive price and freebies without sacrificing your profit.

Target a Particular Market.

Age, gender, social class, and location are 4 of the major factors that influence the behavior of your sales. If you want to give out rebates and incentives, target those who would really the interest in your offer. In practice, women are more patient than men in keeping rebate coupons. They also take time in shopping and would particularly prefer products that offer promotions. So you can prefer to target the women and keep men as your secondary. The same thing goes to location, social class, and age. Bottom line is, do not attempt to target everyone. It would simply won’t work.

Timing.

Car manufacturers offer rebates and incentives to their less-selling units or to dispose inventory. If you attempt to do the same, do it at the right time. One example is offer rebates and incentives before you launch a similar product that can compete with the market share of your current product. This way, you convert your inventory into sales and make a smooth transition from an old product to the new one.

Duration of rebates in incentives.

Do not wait until your costumers lose their patient waiting for the time when they can claim their rebates and incentives. The shorter the award is, the better response you will get.

Give Attention to Your Loyal Costumers

Costumers come and go but if they stick to you for a long time, then you have to pay them back. Also, give them more reason to keep coming back through gifts.

Keep it simple.

This is where most failures come since some companies attempt to offer rebates and incentives in an attempt to deceive their costumer into buying your product in its original price. If this is your aim, better drop it. You will only damage your name by doing so. Instead, make it easier for your costumers to claim their rebates and incentives. Refrain from giving too many requirements like signing paperwork and photocopying their receipt several times.

Observe the Costumers’ Response

Make changes if you think your initial strategy did not work. Ask for feedbacks from your customers if they like what they receive. Respect their opinion. After all, they are the reason why you are on the business.

Sales Copy Emotional Triggers Five Suggestions For Composing Striking Sales Copy

Ad copy has one main purpose. It is applied to motivate the prospective customer to become involved. That act could be to purchase something, though it may also be to motivate an inquiry, to encourage a click-through or to generate a new lead to a newsletter. Despite the main end goal is, applying sales copy emotional triggers to stimulate action is a great way to build up your conversion rates.

We purchase items for emotional reasons, plain and simple. We justify our purchase based on logic but the initial purchase is consistently triggered by emotions. We prefer to feel better, look better, be more revered, and a whole array of wants and aspirations. Itr is your job when you’re crafting your ad copy to tap into these needs and aspirations with emotional writing.

Right here are Five points to confirm your sales copy emotional triggers result in activity by your potential customers.

1) Instill Emotional Into the Complication

What is your prospect’s challenge? Your product or service is the one thing that you have to show gets rid of your prospects biggest difficulty. Write down a list of difficulties your prospect is having and find in what way you can add sales copy emotional triggers into them.

Listed here are a couple good examples in the business niche:

– “Frustrated that your company just isn’t pulling down as much revenue as you wish it to?”

– “Overwhelmed by technology and looking for a simple solution to generate more sales ?”

Frustrated and overwhelmed are sales copy emotional triggers that any aspiring affiliate marketer or small business person can understand.

2) Infuse Emotion Into the Possible Solution

Stick emotion in the possibility you present.

Following are two more good examples of this in the Internet marketing niche:

– “How would you feel if your online business were meeting or rising above your income goals?”

– “Picture how simple your life would be if all you were in need of was one basic tool to multiply sales by 10 %.”

Both of these sentences infuse emotion into the potential of a solution to your prospects complication. You want your prospect to be asking the questions you prearranged, that can be answered by acquiring your product or service.

3) Make Use Of Emotional Words In the Body of Your Sales Copy

Listed below are words that trigger various diverse emotions in prospects, depending on the circumstances. These sales copy emotional triggers are extraordinarily powerful when applied in conjunction with steps 1 and 2 above. They need to add to what you have already outlined and math up with the story you are stating to your prospect.

* Scared * Confused * Pointless * Victorious * Young * Gorgeous * Enjoyment * Exhilarating * Veiled * Trailblazing * Important * Inspiring * Privileged

4) Logical and Emotional Statements

Recognize the difference between rational concepts and sales copy emotional triggers.

There’s in actual fact a really handy tool available online that will help you make profitable changes to your sales copy. Just search for “Paul Galloway Emotional words” via Google. You will discover a tool that lets you plug in your sales page and it will show you where you can change out logical phrases with more emotional phrases. Do not just take the tool at face value though. As with everything in Internet business, test and track the changes to see if your conversion rate increases.

5) Use Sales Copy Emotional Triggers In Titles, Pledges, and Calls To Action

Ensure your subject line or promise and your call to action are also tapping into emotions. Urgency, big promises and other header and call to action methods should always be made up of the power of emotional words.

For example:

If you suggest, “Buy right now before the last copy is gone,” you’re tapping into the fear of loss emotion. Individuals will fear they are not going to have access to a copy of your manual if they stall and will likely click through to purchase now, which is exactly what you would like.

Remember that when you are adding in your sales copy emotional triggers that consumers usually purchase for emotional reasons. What emotions is your reader or prospect experiencing? What emotions do they prefer feel? How can you apply emotion to make them purchase?

Consider the emotions you feel when you make a purchase and then put yourself in your customer’s shoes. Great sales copy speaks to these emotions and makes things happen.

How Mercedes-benz Have Increased Their Sales In A Recession

I just found this excellent article about the Sales Strategy of Mercedes-Benz during the recession. They have gained market share during the toughest economic period in recent history without reducing their prices.
The article was originally posted at: http://www.bnet.com and I have copied it below for your convenience. My view is that its completely unnecessary to reduce your price in a downturn. The best sales strategy to use in a recession is to keep your price the same while your competitors discount themselves into oblivion. You could always add on extra features at lower or nil cost, but I wouldnt be reducing your main price.

The reason is that your existing customers will feel ripped off, your new customers wont Its not news that the automobile industry is in trouble. GM and Chrysler have gone through bankruptcy. J.D. Power and Associates expect sales of cars in the U.S. to drop to 10 million in 2009, down from 16 million in 2007. Luxury vehicles have been hit especially hard.

However, Mercedes-Benz USA has a couple of success stories. Its new compact sport utility vehicle, the $33,900 GLK, launched in January and already leads its category. It has sold more than twice the number of vehicles this year as its closest competitor, the Acura RDX. Mercedes is also pleased with the sales of its most affordable sedan, the C-Class (starting at $33,600), which has gained 5 points of market share, albeit in a shrinking market.

Both successes have a lot to do with Mercedes fierce defense of its brand, according to Steve Cannon, vice president of marketing for Mercedes-Benz USA. In short, Mercedes is not succumbing to the temptation to cut prices. You have to stay true to who you are no matter what, Cannon says. So many of our competitors are doing distressed advertising, saying sale, sale, sale. You cant move down-market in times like these.

If you do, you undermine the value of your brand, says David Melanon, CEO of New York-based brand consultancy The Ito Partnership. Melanon points to Macys as a company that, once considered among the toniest of department stores, has downgraded its image through endless discounting. Why would I ever pay full price for anything at Macys ever again? Melanon asks.

The other thing you cant do is stop advertising. In a recession, every CFO wants to slash the advertising budget, says Bob Austin, an auto industry brand consultant and senior partner of the Auto Futures Group in Ridgewood, N.J. Counterintuitively, Austin believes the worst time to stop advertising is in a downturn. Studies have shown that consumers can keep only up to four choices in their minds when they are contemplating a purchase. Even if youre confident that customers know precisely who your company is as a brand, now is the time to keep reminding them of its defining characteristics, with plenty of details, Austin says. The guy who can stay visible the longest wins, he says.
Mercedes has wholeheartedly embraced advertising the details. When the company introduced the C-Class, it opened up the brand to a whole new group of buyers. But rather than lead with the lower price in messages to new consumers, the company emphasizes all the ways in which the C-Class is still a Mercedes, a product of 100 years of German engineering. The same is true of the GLK and, Cannon says, of other models Mercedes will introduce later this year. People buy emotionally, but they justify intellectually, Cannon says. In this market, the justification hurdle is a little bit higher.

By hammering home product attributes that make a Mercedes a Mercedes, the automaker is helping consumers think their way through to a purchase. And in the process, Cannon says, Mercedes continues to build its brand rather than chip away at it. When the market turns, we will have [these new consumers] in the brand, and they will grow with us, Cannon predicts.