If you want to stand out from the crowd, you have to find something different or more appealing than everyone else.
Or better still, just be better than everyone else. Put yourself in the clients shoes and really think about what will “WOW” them.
What I see most dealers do is promote and rest on the laurels of the facts/features/benefits of their dealership that are “basic cost of entry items.”
The best pricing? So what… Everyone else says that.
Factory trained technicians? I should certainly hope so.
The best customer service? PROOVE IT!
You cannot sustain a competitive advantage in product or price…
Think about that for a moment.
You offer a $5000 incentive…. What does your competitor do?
You develop this cool new feature… Not long before your competitor has it also…
So that only leaves one thing… The experience.
So how is the experience at your dealership?
Have you asked your clients?
Have you asked those who visited you and didn’t buy from you?
Speak with them, and they’ll tell you what you did well and what you didn’t.
Notice I said speak with them… Not send a bunch of emails with a link to a survey site…. Call them… Grab them from the service dept waiting area… Talk to friends, family and acquaintances…
Ask them about experiences at other places… Other auto retailers, other general retailers… What made them feel warm and fuzzy. What made their lives easier…
Once you’ve found something that you can improve and do better… Exploit and promote it…
And remember that whatever you find, whatever ou implement, whatever it is you do to seperate yourself from he crowd… You’re only a 20 group meeting away from others doing the same, so as soon as you can move onto your next “innovation”.