Professional Community for Automotive Marketers, Car Dealers, OEM and Suppliers
Differentiation. What is it? I don’t know about you but I am sick to death of people throwing the word differentiation around with no specific, precise course of action. It is essential that we accentuate specific differences between us and the stereotype of our industry. From the outside looking in, all dealerships look the same and do the same things in the eyes of customers. Find your way to stand out from the masses.
First impressions last a lifetime and you will never have the opportunity to change how you made a new customer feel. Make sure that each customer is treated with respect and is left with the feeling that they “gotta guy” in the business. Every time you pick up the phone know that it is your one shot to stand out. Train your team to sell the sizzle of why the customer should buy from your dealership and not the guy down the block. Your competition has the same vehicles you do. If you try to sell it over the phone, you may be just making your closer competition’s job easier. Make sure that you do not give TMI on the call. Sell the appointment and the dealerships difference. Sell the convenience, sell the fact that your service is above all others and build rapport with the customer. This will not only increase your ROI but your ROR which is what creates customers for life.
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