Professional Community for Car Dealers, Marketing, Advertising and Sales Leaders
I REALLY like this opening statement from the new Cobalt eBook on this topic:
Dealerships Need a Why Wake-up Call
Since the dawn of time, dealerships have believed a great lie: customers will never be passionately loyal to a car dealership. Automotive professionals look at companies like Apple and Zappos and think, “That’s great for them, but that will never happen to me. That kind of die-hard fan loyalty just doesn’t happen for car dealers.”This is false. Of course it can.
After all, our industry is a retail industry exactly like any other. From a product perspective, cars are not inherently repellant. It’s not like you’re selling unicorn tears. In fact, cars probably have more natural sex appeal than tennis shoes, computers, or any of the other wares sold by these more beloved brands and well-branded retailers.
You too can have lines around the block for a new model release; you can have die-hard customers who won’t shop anywhere else; you can create a legendary brand just like your retail peers. All you have to do is define your why.
What is the "Why" behind your dealership's reason for customers to choose your store over others?