Broken Window: TOO nice of a vehicle

A few weeks ago, I talked about how bad drivers in company vehicles can be a huge broken window for a business. Continuing with a vehicle theme, another broken window can be having TOO nice of a vehicle.

Think of this scenario: You are the small business owner of a local jewelry shop. You are doing OK for yourself, but by no means would you be considered wealthy. You are skeptical of salespeople as it is, but particularly advertising salespeople because you aren’t sure if your advertising is working. Your sales representative from a local television station pulls up to your store  in a brand-new, top-of-the-line Mercedes.

A line-up of 6 brand-new Mercedes Benz cards in various colors
From Flickr: Axion23 Mercedes Benz Line-Up.

How do you feel right now? Do you feel like you are paying too much for your advertising? Do you think your sales representative is making too much money off of you?

A too pricey car, especially when in sales, can significantly impact your trust and your sales when working with businesses. However, on the other hand, so can a poorly maintained older car. It might signal then that you aren’t very successful.

How do you know what range of car is acceptable? The answer isn’t easy. It depends on your field, where you live, what type of image you need to portray to your customers, etc. But it is something you should think about. I recommend picking a vehicle that is nice, but in alignment in price or slightly above the people you are selling to. You want them to think you are successful, but not so successful that they think you are ripping them off or acting pretentious.

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