I recently received an email from a potential customer that I found to be a great reminder of the importance of having a marketing department. The customer was lamenting that they were having a difficult time getting a car loan. They were shopping at a dealership that was a great fit for them. They loved the staff, and their cars were in great condition. They wanted to buy new but were afraid to take on a large loan.
The dealership they were shopping at was the same one that sold their cars. They had to take out a loan and pay it on time but they weren’t comfortable taking on that kind of sum and could see that they weren’t getting anywhere. They wanted to go to another dealership but they couldn’t afford to take out that much.