Strategies for Tough Economic Times: The right marketing and sales messages for today’s customers
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4. Convenience—With time in as short a supply as money, anything that helps eliminate inconvenience sends a powerful message to buyers.
5. Leadership—It didn’t take long for auto manufacturers to jump on the hybrid bandwagon. But so far, Toyota, the first to come out with dual-energy vehicles, is the perceived leader. Its Prius took 51.2 percent of the segment’s market share in 2007. When it comes right down to it, we recognize leadership when we see it; not when someone talks about it. Whether it’s delivering on promises or helping buyers be more successful, the task is to draw a picture of leadership that captivates customers.
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