“Drive-in banks were established so most of the cars today could see their real owners.”
– E. Joseph Cossman
“If all the cars in the United States were placed end to end, it would probably be Labor Day Weekend.”
– Doug Larson
“I replaced the headlights in my car with strobe lights, so it looks like I'm the only one moving.“
– Steven Wright
You are shopping for a new car: you’ve completed all your research, comparisons, and test drives, and have reached your decision. You’ve even determined the specific color, interior, packages and extras you want. You are ready to buy!
You drive to a dealership in your old car, walk in, and are greeted by a salesperson. You say, “I’m ready to purchase a new XD-100 sedan, and I saw the specific model with the trim and options package I want on your lot. All I need to do is to trade-in my old Zephyr to use the money to help with the purchase.”
The salesperson says, “Terrific! Simply go ahead and sell your old car. Once you have that done, come back and we’ll get you set up with your new car.”
You leave, discouraged, because you don’t really want to invest the time and energy to sell your old car. You’ve never done it before and don’t know how. (And you were clearly unaware of the option of completing this all on the web…!)
You decide to visit a second dealership…
And as with the first dealer, you see the exact car you want on their lot. You walk into this dealership, are met by their salesperson, and repeat that you are ready to purchase. Once again you say, “All I need to do is to trade-in my old Zephyr to use the money to help with the purchase.”
This second salesperson says, “Very good. Simply give us the keys and registration papers for your old car. We’ll give you fair value for it, right out of the Kelly Blue Book, and we’ll handle all the documentation and transfer paperwork. We’ll also take care of the taxes and the government vehicle registration process. We’ll apply the trade-in value to your new purchase, and you can leave here in less than an hour in your new XD-100 sedan.”
Which dealer will get your business?
Clearly, the second dealer made it easy for you to make the transition from your current situation to the vision you have in mind of driving off in your new car. (And also note that the vision of completing all of this on the web, with web-vendor delivering your new XD-100 right to your front door and taking away your old Zephyr is even more compelling!)
Moral: The vendor that creates a clear Transition Vision establishes a competitive advantage!
You’ll learn how to establish a Transition Vision starting on page 108 in Doing Discovery: https://www.amazon.com/Doing-Discovery-Important-Enablement-Processes/dp/B0B8RJK4C2/
If you missed some of these posts, you’ll find another dozen or more waiting for you at https://greatdemo.com/blog/
And you’ll find 35 additional story gems in “Suspending Disbelief: A Collection of Sales, Presales, and Marketing Stories (and Lessons Learned)” here: https://tinyurl.com/yc7rsrmy
