Ch. 18: Sales Promotion and Personal Selling

In terms of sales promotion, Audi itself doesn't do much, as the sales promotions and deals offered only happen at the dealership level, and Audi dealerships are franchises. Therefore, it is up to each individual retailer to create sweepstakes, discounts, and other incentives for people to come by the dealership and hopefully buy a car. These kinds of deals vary from dealership to dealership. However, cars like Audi, BMW, and Mercedes, usually don't rely on these kinds of promotions, as they have already made a name for themselves in the world of automobiles, and are held in such high regard that people are willing to forego a deal or a coupon to have a car that is also a status symbol. Therefore, Audi's main focus is on personal selling. The whole experience of going into a dealership and talking to a sales person is the definition of personal selling. Usually, the minute you walk into dealership, someone approaches you, tells you their name, and begins asking you questions about who you are, what you are looking for, and what car fits you and your personality the best. In most cases, this person will be your liaison with the Audi dealership forever, assuming you by a car. That person therefore grows to know you, and is the ideal person to work with if you have any problems or complaints, as that person is almost a friend to you, based on the relationship they have established through professionalism, courtesy, and understanding of their customer. This is essentially the definition of relationship selling. The salesperson will always be "your salesperson", and you will very rarely have to deal with anyone else (unless they get fired) on any issue regarding your car. This is a relationship rarely found in the world of consumers and sellers, but when it comes to such a large investment as a car, this kind of service is expected and demanded by everyone.