Bang a Gong Sell More Cars. Bang a Gong Sell More Anything!

In the past two years, thanks to the television show King of Cars (the reality show on the A&E cable network that stars Chop and his team of characters at Towbin Dodge) there has been a marked increase in the use of gongs in car showrooms across the country.

On the King of Cars, and now in many car dealerships across the country, Chinese Gongs are being banged by customers after they sign a deal for a new or used car.

It’s a celebratory moment that signals a happy conclusion to an event – buying a car – that many people fear and dread. When the customer hits the gong, normally from 26 to 48 inches in diameter, he or she gets a sense of victory. They made it through the gauntlet of many obstacles such as: imperfect credit, getting the car they wanted with the options they desired, negotiating a price or payment they could afford, finding some level of trust with the salesperson, etc.. It’s a lot for the civilians who don’t live car sales everyday like the sales professionals in the dealership.

When the customer hits the gong, it is like crossing the finish line of a long race. The anxiety, the exhaustion, can be released.

In addition to the customer, it is also a celebratory moment for the salesperson. He or she has also negotiated the obstacle course with the customer. Although the salesperson may run this obstacle course several times a day, it is not always easy to get the customer to finish it, to get the sale completed, especially in this age of low-ball internet car shopping.

The salesperson enjoys experiencing the gong because it means they will be earning a commission, improving their stock in the sales manager’s eyes, and gaining bragging rights until the next time the gong is hit.

But most importantly, it is a celebratory moment for the dealership. The sound and enthusiasm that is generated on the sales floor when the gong is struck resonates in the other customers. It is a palpable reminder that this dealership is a good place, a safe place, a fun place to buy a car. They want to hit the gong soon too.

Anyone who has watched King of Cars can’t help but notice that part of the genius of Chop at Towbin Dodge is to maintain a high level of amusement at his dealership. Whether in the good-natured competition between his salespeople, or in his entertaining infomercials, it’s all about having fun. And that fun translates into enthusiasm amongst employees and customers, and that translates into more sales.

It’s that simple. Simple as hitting a gong.

Written by Andrew Borakove
Owner of Gongs Unlimited www.gongs-unlimited.com The only store in North America devoted totally to gongs.