Word: moran
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...Moran's biggest assets are an honest face and a folksy manner that send shivers up and down the stitching of many a wallet and purse. He is so effective that rival car dealers are driven to fury when they discover that their own relatives-even their mothers-are singing the praises of "that honest Mr. Moran." Brogue & Braggadocious. Though Moran's career as a dealer has not always encouraged a mother's unquestioning trust, his image as "that honest...
...Moran" is so firmly entrenched that competitors accuse him of "brainwashing"' the public. Half Irish and half Italian-German, Jim Moran has a sunny disposition and a natural liking for people-and for their money. To his showrooms from near and far he lures his prospects by constantly repeating and rephrasing his main theme: "We can save you so much money at Courtesy Motors." Never too insistent on correct English, he may add: "This may sound a little braggadocious. ladies and gentlemen"-and it usually is. He has even filmed his pitches from a hospital bed (where he informed...
...Moran has a well-honed staff of 94 salesmen at his six-block complex on Chicago's West Side, but they are only shadows of the master. He personally sells more than 1.000 cars a year. He has an amazing memory for names, can make total strangers feel that he has known them for years. He touches the common chord with a heavy hand, chatting with women about their children, with men about sports. He plays shamelessly on nationalities. If the customer is Irish, he puts on a brogue. If the customer is Jewish or Italian. Moran...
...Carpet. Jim Moran believes that service is the dealer's own responsibility. "This is an area," he says, "that many auto dealers have ignored for some time-and it is the only way you can get repeat business in this competitive market." After each car is sold, Moran sends a form letter to the buyer inviting him to report on his service. He assigns a service superintendent for each new car, calls him on the carpet-and sometimes fires him-if too many things go wrong...
...Moran believes that many dealers also neglect the potential of a used-car operation; his brings him in 51.5% of his gross profits. "Any new-car dealer who isn't in the used-car business," he says, "will not continue to be in operation. You cannot sell a new car unless...