In a sagging automotive industry, it’s easy to get dejected about the state of vehicle sales in America. Automotive dealerships can always find new ways to market their products, but some things seem just about impossible to sell. With gas prices at never before seen levels and an increase in consumer concern about the environment, what do you do with all of the sport utility vehicles and pick-up trucks hanging around the dealership?

According to a recent article in Forbes Magazine, the auto industry has an especially tough time with consumer shifts. It takes about four years for car companies to alter production schedules, and a lot of vehicles get made in those four years. Somebody has to sell them, and that somebody is your dealership.

So how do you sell the cars it seems like nobody wants?

“We all know the saying about one man’s trash being another man’s treasure, and you just need to find the man who treasures your trash,” says marketing professor John Zhang. Instead of just finding new customers, you have to start looking for different ones.

Traditional automotive marketing works in a market that’s operating traditionally. With the current market down-turn, traditional marketing initiatives don’t work as well. This is when you have to start getting creative.

Stephen Hoch, another marketing professor, says that you have to find a way to get around people’s natural objections. You need to “frame an offer to get rid of the objection.” In the case of SUVs, dealerships that are offering free gas deals to combat rising fuel prices are noticing improvements. It only works on people that aren’t buying because of gas prices, but it’s a start.

Zhang advises dealerships and marketing teams truly put themselves in the shoes of their customers.
Envision their objections and see what resources you have to remove them. Don’t be afraid to try new automotive marketing techniques and keep at it. You might be surprised by what works.