Why Buy A New Vehicle From Your Dealership?
I love working with car dealers to create a comprehensive marketing road map that integrates traditional, digital, and social media marketing channels.
The more I work with dealers, I am finding that the dealers starting point to create a solid marketing plan begins with a simple question. This question seems to be difficult for most dealers and their staff to answer effectively.
The question is simple:
Why would anyone purchase their next vehicle form your dealership?
Create Your List in 3 Minutes – If you can
Before you read any further, take this quick test. Grab a piece of paper and give yourself three minutes to write down 3 or more reasons why a local consumer should buy a car from your dealership.
Do it right now and then let’s review what you wrote down; it’s not as easy as you might think within a three minute time frame.
If you are really interested in a test, call your sales team together for a quick huddle. Hand out paper and pens to everyone. Ask the sales team to write down five reasons why a consumer should buy a car from them in three minutes.
Let’s see what those responses look like. You will find that at least half of the team will not be able to provide anymore than 3 reasons in three minutes. Some will be tongue tied and others will get frustrated. I see this all the time when I ask this question.
Now that you have your responses, there are a few things that can be scratched off your list. Take a look to see if you provided any “white noise” responses from the list below.
Eliminate the white noise
The answers listed below are what I call “white noise” and they don’t differentiate your dealership from any local competitors:
- We take great care of our customers!
- We offer the best deals!
- We treat our customers like family!
- We have the largest inventory!
- We have the lowest prices!
- We are not like other car dealers!
If you included any of the white noise answers in your responses, cross them out. If you read the newspaper, listen to the radio, or watch TV you will see that these statements are used all the time from local dealers interchangeably.
So, without all the white noise, how many real points of differentiation were you able to provide in 3 minutes?
If you did provide more than 3 compelling reasons, you have probably taken some time recently to go through this exercise and already realized your marketing effectiveness had stalled. You needed a series of messages to cut through all the white noise. True?
Why is this exercise important?
Without a clear answer to this question you can’t have an effective marketing strategy. Without this list you cannot create a consistent marketing message. Every customer facing employee must know these points by heart to reinforce your dealers marketing message. All their actions should reinforce the “Why Buy From Us” message each day, especially during a phone call!
Share your reasons why…
If you took the time to go back and list 3 or more great reasons why consumers should buy from your dealership, take a moment and share them here in the DealerRefresh forums.
This is a more critical task than you might think. Imagine the power of getting a clear message that was supported in all that you do at the dealership.
Lets get started – click here to share your reasons why anyone would purchase their next vehicle from your dealership.