Tuesday, February 25, 2014

Consumers Following a Business Leader

I reflected today after hearing, yet again, Tony Malito (Dealer for the People) has shocked me, and not in the way he aimed.  His latest commercial is an epic blunder... but it is the goal to shock and be gimmicky and lure you in with humor (I guess it is humor).
After referencing sex noises and saying that his bankers were "sweaty and ready", I was ready to change the station... I have kids who don't need to hear this.
Tony knows what he is aiming for... the lowest common denominator... which isn't really the best market to try to target, but I digress.
In general, I would suggest that a person never deal with a salesman such as him, and here is why:
He leads his company based solely on gimmicks or bad business practices

  • How is he gimmicky?
    • Well, he does get your attention with his corny, catchy rhymes.
    • The sex noises will definitely make you pause
  • How is it bad business?
    • In this commercial, he noted how his accountants told him to stock up on cars prior to the end of the fiscal year... and now he's loaded down with too much inventory (his loss is your gain...)
      • terrible advice to fork over a ton of money/credit just to diminish your taxable liability by a few grand.
    • Prior commercials note how his supplier misread his order (I ordered 17 new cars, I got 71... help me unload the extra 54 cars)... similar commercials preceded that one, too.
      • If this is a regular occurrence, he needs a new supplier.
Yes, the bad business references are jokes, but if they were serious, how do you think you'd benefit?  No self-respecting business person would stay in business in this situation without cheating you.  But, check the gimmick side: if his gimmicks are based on lies ("supplier can't read"), or sex noises, etc., what makes you think he won't do anything to get you a car?  "Lemon?  Its not a lemon, its a diamond in the rough."
Check the leader before you check the product.  If the leader has no integrity, don't expect the product to have integrity.  Products are a dime a dozen, it is the person that sells the product that you need to scrutinize.