Situation: Just came back from five days in Las Vegas at the DSES and J D Power and Associates Marketing Roundtable where we heard a lot of old and maybe outmoded words and phrases that need to be replaced by a new set of terms and phrases.
Some words we could stop using and instead use better words or phrases:
Tired Old Words New Inspired Words
TRAFFIC AUDIENCE RESPONSE
CAR SALES PERSON CONSULTANT
ADVERTISING PRODUCT BRIEFING
TRADE VEHICLE ASSET
DEALERSHIP TRANSPORTATION CENTER
Reality check: Some of the twelve may not catch on right away, but some of them suggest a new way of looking at the sales and marketing process, positioning, and presentation of vehicles and transportation management. New terminology would give our “audience” a new perspective of image and positioning that we all seek deliver to our “clients.” Furthermore, some of these “new” words or phrases really capture what is going on in the automotive market and provide a new and exciting way to express confidence and transparency.
For example, words and terms we could use immediately:
Sales Consultant instead of Car Sales Person
Client instead of Customer
Transportation Center instead of dealership
Retailer instead of Dealer (this is not a new idea)
Prospect instead of “Up”
User instead of Buyer or Owner