The Flawed Obsession with Mousetraps
For decades, the auto industry (and many others) have been obsessed with building a better mousetrap.
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A sharper sales pitch.
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A flashier ad campaign.
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A new “limited-time” offer.
It worked because customers...the mice…kept walking through the door. Dealers assumed that flow was endless, so they spent their energy on traps instead of asking where the mice were actually coming from.
The Mice Have Changed
Here’s the problem- the mice don’t behave like they used to.
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Information shift- Today’s buyers walk in knowing invoice pricing, dealer cost, and what their trade is worth. They’ve read reviews, checked forums, and compared across markets. The old gimmicks don’t work on informed mice.
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Cultural shift- Younger buyers don’t respond to pressure or polish. They want transparency, trust, and ease.
- Habitat shift- Customers no longer live in the showroom. They live online…in groups, feeds, review sites, and now even AI summaries. They’re learning from each other before they ever think about learning from you.
The Scary Truth
The industry is still spending billions building shinier mousetraps. But that’s a recipe for very expensive failure.
Bob Manor’s line says it best…
“Everyone’s trying to build a better mousetrap… nobody’s asking where the mice come from.”
That question…where do the mice come from…is the survival manual for the next decade.
This Newsletter is sponsored by Influence.vin
The Shift Dealers Need
Instead of doubling down on traps, here’s where the winners will focus:
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Motivations- What do customers actually want, beyond a deal? What’s the real driver behind their decision?
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Trust & authority- Can you prove expertise and reliability long before they’re ready to buy?
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Habitats- Are you showing up where they live now…online, in AI, in communities…with credibility baked in?
This isn’t just about tools. It’s a complete mindset shift- from chasing transactions to building relationships that last.
This Newsletter is sponsored by Vin Syndicate
Why It Matters More Than Ever
If you keep investing in traps for mice that no longer exist, you’ll starve.
If you learn where the mice really are…and what makes them move…you’ll thrive.
The choice is simple-
Keep building traps for ghosts…
Or go find where the real mice live.
The mousetrap era is dead. The only question now is whether you adapt.
Stay Lit,
Bob Manor
P.S. Want to see this theory in action? Copy/paste this into Google AI Mode:
“Bob Manor Branding Auto”
Then ask-
- “What does he mean by the mousetrap and the mice?”
- “What does he mean when he talks about the 97/3 factor and in-market clients”
- “Is he legit?”
Play around with it. See what happens.
Then ask it about you and your business…
About Bob Manor
Bob Manor is the founder of South Ontario Auto Remarketing , Can-Am Dealer Services , and co-founder of Auto Auction Review . He’s also the creator of Influence.vin , a branding and communication studio built for the car business. With over 30 years in the automotive world, Bob specializes in wholesale, dealer services, and identity-driven brand strategy. He’s a regular contributor to well-known automotive publications and uses his platforms to help industry pros re-align with who they are, not just what they do
