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Act positively to attract customers

Retailers need to be more proactive in countering the economic gloom portrayed – and perhaps exacerbated – by the national media, according to one retail boss.

David Waite, of Monty’s Suzuki in Sheffield, is keen to put across a more positive message. A week ago he broadcast from his dealership on Radio Sheffield about the fact that now is a great time to buy a car.

“Next year the manufacturers will put up their prices and the price of a used car will also go up – it’s never been a better time to buy a car,” Waite said. He hopes that more dealers will follow suit.

Additional action taken by Monty’s includes putting a large board in the centre of the showroom proclaiming ‘it’s never been a better time to buy a car’. A list of new and used car offers is put on the seat of every car in for service. 

“We are also putting all our demonstrators in the showroom because the only people coming in are for service. We’ve put signs up saying ‘huge savings’ and we are getting our receptionists to point out the offers. It is attracting interest,” Waite said.

Every car that comes in for servicing or repair is being valued as a part-exchange free of charge. 

“It all helps and it gives our sales staff something to do,” Waite added.

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