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Is your dealership the same as Down the Road Motors? Do you do things just like they do? You sell the same brand of cars, have about the same inventory, so there’s no reason for a customer to do business with you versus them… is there? If you’re different than your competition why do you look just like them online?
Cookie cutter is good at Christmastime, but day to day it makes you pretty boring. In the eyes of your consumers, a Chevy store is the same as the next one if you look the exact same online. What can you do to look different than Down the Road Motors?
The cookie cutter template websites have gotten a lot better over the past couple years but it's everywhere else dealers are suffering from “sameness.” Portals (cars and autotrader), regional manufacturer sites and the process and procedures that are given out by manufacturers and vendors alike encourage being too similar.
I challenge you to differentiate yourself from your competitors. We all know dealers should take pictures of their new cars, most don't. Almost none give unique descriptions of their new cars and rely on VIN data to populate options. Those that empirically trust that data have never dealer traded for a vehicle and the car that comes in not "as called" by the maroney data.
When is the last time you raised your hand at a regional ad meeting and said “give me the money back, I can do a better job!” Do you really get the bang for the buck those regional dollars supposedly buy? I could do a phone audit of your ROI and show you that you’re being screwed by your regional advertising agency, I promise!
Response time quotas are good and without them many dealers would miss following up on those leads at all. What about the vendor that does not offer a customized plan of attack for using their tools that apply specifically to your store. You gotta march to the beat of their drum, customized is not even in their vocabulary for implementation.
Damn being a cog in somebody else’s wheel! Drive your own wagon and dare to differentiate. Yeah I work for a vendor that probably can't help you with 80% of this but that’s not what matters. We want you to think about what’s going to make you and your store successful and maybe one day you’ll remember us and how we differentiate ourselves from the other big boxes on the market today!!
Paul Rushing is the Search Marketing Manager for iMagicLab. He brings over 15 years of automotive experience to iMagicLab and stays ahead of the curve on search marketing and social strategies.