Every city has it’s share of loudmouthed automotive pitchmen. They scream from the TV or radio about their sales. “Push, pull or drag!” “We’ll pay off your trade no matter what you owe!” “No reasonable offer refused.” You know the drill. They are willing to endure the snickers of their peers in the business community, because many of them are rolling in dough. Seems like a reasonable trade-off.
In the Denver market, our loud-mouthed buffoon is Dealin’ Doug Moorland. Or during the holidays, he is “Doug MoorlaClause.” Other times he is “Super Doug” in his skin tight superhero outfit. While other he is in a baseball uniform “hitting car prices out of the park.”
But sometimes the claims are so outrageous and deceptive that you are left to wonder: “How can they get away with saying that?” While he, and others of his ilk, have the right to make a fool out of themselves as they win the “loudest voice in car sales” competition, they don’t have the right to mislead.
For years, Doug Moorland has shouted: “All credit apps accepted!” as part of his pitch. The first time I heard it, I thought to myself: “Did he say that everyone gets credit?” Then, I realized what he actually said. In fact, he didn’t say anything. He shouted that they will accept the application. Well, that’s stupid. Of course they will accept the application. it doesn’t mean that they will extend credit.
Why is does this even matter? Because he is the number one seller of cars in the market and is trying to mislead his prospective customers – primarily, the ones with credit issues who are the most vulnerable. Regulators climb all over the backs other industries who mislead or stretch claims, but this joker has gotten any with this for years. I’m sure he is following the letter of the law, but certainly not the spirit.
How about this Douggie: “All pants will be worn.” Or “All steering wheels will be turned.” Or, how about, all hucksters will be prosecuted. Clean it up Doug.
David Avrin, CSP speaks internationally on strategic business marketing and branding. He helps organizations, entrepreneurs, sales professionals, employees and business owners gain meaningful competitive advantage. He is also the author of the popular book: It’s Not Who You Know, It’s Who Knows You! Watch a preview video at http://www.VisibilityInternational.com