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APRIL 2013



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Why You Need To Keep Up With Change -
by Bob Licari, Devlex Int'l

It's a tough market to sell in and if you are to survive, whatever you are selling, there are some things you need to do! The market we face today is still tough. Improvements are being felt in many sectors of the economy, make no mistake about it. If you want your dealership to survive - no matter what you sell -- you must know and understand the market, your customers and the prospects you are looking to sell to.

You need to recognize and act on the changes that have taken place in your industry. No industry is doing business as it did 10 years ago. Why? Because "Business Has Changed"; the way people buy has changed! Think about this....even as you walk out of the comfort of your home and climb into your car thinking you are going into a world as it was as few as five years ago you are heading for disappointment and a serious reality check. Your thoughts, practices and resulting decisions can eat up your time and eat away at your overall productivity.

Today more than ever you need to keep your company name out there. To stay ahead of competition you "must" maintain a consistent advertising and marketing agenda. Here's another thing to think about.... the manufacturers and the dealers of the car you're driving, the computer you're using were not invisible to you. Therefore you should not be invisible to your prospects and customers. And No! You can't cover your customer base with, one, two or even three salespeople in the street and one or two CSRs in your office.

DON'T COAST. If you want to be steps ahead of the competition, cutting marketing to cut costs won't cut it. In reality the need to do more marketing and selling more aggressively is even more important in a tough economy.

I don't mean to belabor the point, but I'll close this column today with this: Increase your sales and marketing efforts now, to be in a better position when the economy returns to a sense of normalcy. YOUR DEALERSHIP DEPENDS ON YOUR DECISION.

{short description of image}Bob has served the Mailing, Fulfillment and Packaging Industries for over 35 years. He can be reached at: boblicari@devlexintl.com.

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