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Jared Hamilton
From: Jared Hamilton
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Jeff Cryder

Jeff Cryder Digital Communications & Marketing Director

Exclusive Blog Posts

Now taking requests for free weekly sales reports in your area! Keep an eye on your competitors!

Now taking requests for free weekly sales reports in your area! Keep an eye on your competitors!

I am offering these reports for free so that I can get some good feedback. Tell me what state, city, or dealer you want to see and I can send you how …

How to Make (and send) VR Videos

How to Make (and send) VR Videos

After my "best idea" win at DSES (thank you again, Driving Sales!) I've got lots of messages about how to capture customers from coast to coa…

A Birthday You Do Not Want to Celebrate!

A Birthday You Do Not Want to Celebrate!

Birthdays are supposed to be a great time of the year, it's your birthday after all, no? But one Birthday you want to avoid is the vehicles on your dea…

Why Sales Needs a Dedicated Service Technician

Why Sales Needs a Dedicated Service Technician

The average time it takes to recondition a used car is 10 days. A vehicle depreciates approximately $10 per day. I’ve personally seen the process…

What is the 'Right' BDC Solution?

What is the 'Right' BDC Solution?

Ask 10 different dealers for their opinion on automotive business development centers and you will likely get 10 different answers. We’ve seen it all…

How A Grilled Cheese Sandwich Can Help You Find Your Dealerships Story

 

Lebanon Ford imageWhat is your dealerships’ story?

If you were asked on an elevator to describe your dealerships’ brand what would you say? You sell XYZ products? If that’s your answer great, but more than likely if found in the same situation your competition would say the exact same thing. If that’s the case what separates you from them?

Crafting, developing and understanding your dealerships story is important for it’s what separates us from our competition; It’s what makes us unique and in some cases remarkable. If you’re having trouble understanding why or how you should be using Facebook, Twitter, [insert tool here] it’s because you have yet to discover your dealerships story. Those social tools are designed to be an avenue for you to tell a story. A unique story. Your story.

Here’s an example:

Circa 2009 Lebanon Ford’s slogan/motto was “changing the way you feel about buying a car”. I won’t even begin to explain all the things I can’t stand about this motto/slogan. With that being said I set out to craft something that was deep and meaningful. With some help from a six pack and an overly cooked grilled cheese sandwich I came up with…

Connect. Engage. Drive.

Connect to exceed expectations. Engage to grow relationships. Drive to build trust

Connect. Engage. Drive.  shapes and encompasses everything we do at Lebanon Ford, those are our core values, and what separates us from you. It is our story. What’s yours?

 

Jim Bell
Great post Jeff. This is something that is in development with our advertising agency now. Every dealer does have a story and you have to convey it to the general public and make a name for yourself in your area. I won't reveal yet what our is, but the first draft is great and we as a management team love it. Will update when our campaign rolls out.
Bryan Armstrong
Jeff, I don't know whether it's the late hours or the affinity we have for food and beverages, but some of my best insights have occured the same way. Great article and timely. As we all search to differentiate ourselves, we must also have a story and credo that is embraced by all at the Dealership and conveys easily to the Consumer.
Jeff Cryder
I can't wait to see what they come up with. If you'd like a fresh pair of eyes to take a look at it before you launch let me know :)
Jeff Cryder
While we're basking in the desert sun of Las Vegas come October let's throw a couple back and enjoy a couple grilled cheese sandwiches. Who knows what we'll come up with :)

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