SCHENECTADY, N.Y. –

One of Paul Potratz’s recent episodes of his weekly online video commentaries about dealership advertising started out sounding like a standup comedian’s joke, referencing a doctor and a lawyer.

All kidding aside, the chief operating officer and founder of Potratz Partners Advertising emphasized how dealers should approach the difference between seeing consumers as clients, rather than just customers as doctors and attorneys might.

Potratz noted, “Most marketing strategies don’t approach it that way. If you think about it, do you refer to people as customers or clients?

“Customers spend the least amount of money possible. But clients look to you as an authority, a resource, someone they trust,” Potratz said in the episode of the ongoing series, “Think Tank Tuesday.”

“What do you have in common with an attorney or a doctor? I think the answer will surprise you,” he went on to say.

Potratz shared the answer and more strategy recommendations in the video posted below.

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