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Jared Hamilton
From: Jared Hamilton
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Joe Webb

Joe Webb Founder / Trainer

Exclusive Blog Posts

Your Car Repair Shop Should Appeal To Parents Whether It is At a Dealership or Privately Owned

Your Car Repair Shop Should Appeal To Parents Whether It is At a Dealership or Privately Owned

Running an auto repair means that you have to take care of all kinds of details including scheduling, discipline, and customer service. Giving a customer t…

6 more reasons why we MUST move Techs to $40 to $50 an hour soon

6 more reasons why we MUST move Techs to $40 to $50 an hour soon

If you have followed my published articles in the past about retaining Techs (based on being a former dealership Fixed Ops Manager and my 17 years of r…

Auto/Mate Names Patrick Reilly as New Head of Marketing

Auto/Mate Names Patrick Reilly as New Head of Marketing

ALBANY, NY, UNITED STATES, December 5, 2016 /EINPresswire.com/ -- Auto/Mate Dealership Systems announced today that Patrick Reilly has joined its team …

Anyone can be a Bi-Lingual Salesman now

Anyone can be a Bi-Lingual Salesman now

I came across an article today on a piece of new technology developed by Waverly Labs.  It is an earpiece that translates between languages.  My …

Tips For Your Car Dealership Website

Tips For Your Car Dealership Website

The days of only advertising in the phone book for your car dealership are over. Having an online presence is now more important than ever before. The firs…

Don't Be Fruit Hoops

There is very little special about your dealership. You believe that consumers feel the same way about you that you feel about yourself. Unfortunately, most dealerships look the same from the outside. And they look the same to the public with their offerings. You’re no different than the dealer down the street. yet one of you is a leader and the other is a follower. Why?

You make claims that people choose you because of your “customer service”, but you can’t explain how that is different than what the dealer down the street offers. Your nearest competitor has the same friendly salespeople as you. They too are “family owned and operated”. You both can acquire the same vehicles with identical features in the same amount of time. Even your dealerships’ value propositions are similar.

There has been much talk about brand. And when I say “brand”, I’m not speaking about the OEM. I’m speaking of your dealership brand. For years, you’ve been urged to create “Why Buys” about your store. You’ve pushed to garner reviews. You’ve been told to separate yourself and offer benefits to customers that others don’t. Alas, everyone has heard the same thing and now everyone is following suit.

paul potratzPaul Potratz of Potratz Advertising Agency concurs, “When a business has no unique selling proposition, the only thing that separates them from their competitors is how loud they can yell.  In other words, the amount of spend in their advertising budget.  When a business develops a Unique Selling Proposition that is customer-focused and consistent, they can spend less in advertising.  A customer-focused value proposition is one of the hardest things for a business since it often becomes “Me” focused.  If your value proposition has anything to do with your business, how long you have been in business or how many awards you have won, it loses the value to the future client.”

Why Buys won’t separate you from your competitors. Value propositions won’t differentiate you from them either. Being family owned and operated doesn’t carry with it what we want to believe it does. All of these together don’t make you stand out in a crowd. Do you know what does? Advertising.

brandingIn the corresponding picture, you can see that there is little difference between these products. (Probably similar to how your local residents feel about their choices of auto dealers). They are named the same. They have reasonably similar sizes, shapes, and look. What’s inside is pretty much the same…sugary sweetness with lacquered on powdered frosting to be consumed with milk. Do you know what separates these two products? Advertising.

As an agent pushing toward the change of Internet marketing, it isn’t often we at DealerKnows Consulting proselytize about the importance of advertising, but it is insanely necessary. Everyone has a website. Everyone is buying leads. Everyone is marketing to consumers, trying to spark interest. However, so very few advertise their Why Buys, their value propositions, their people (think about that one for a second), and their involvement in the community and relevant topics. It’s not enough just to know who you are as a dealership, though few actually do. Check out Bill Playford's breakdown on how to create a Value Proposition.  You need to tell, show, say and promote (read: advertise) who you are.

You don’t want to be the Fruit Hoops (the famously-redundant, knock off to Froot Loops).  You don’t want to be the runner-up when it comes to awareness in your community. You need to make sure you’re advertising your dealership brand. Those advertising their brand the biggest have a tendency to be most memorable. And it must be advertised across all mediums, outlets, and resources. Otherwise, people will never taste how deliciously yummy your offerings may be. It’s time to stop talking about what it’s like to sit comfortably on a shelf and start talking about how to fly off the shelves.

Eric Miltsch
What happens when you bring out a box of Fruit Hoops for your kids? They know its not the real thing and feel let down. They were expecting so much more. And, no matter how much you try to sell them on the alternative, they won't budge an inch. That's exactly how your customers feel when they walk into your dealership and realize they just got stuck with Fruit Hoops. Great story Joe!
Arnold Tijerina
Sad part is that many customers will choose the Fruit Hoops if the price is lower no matter how good your dealership's value proposition is. They just won't come back.
Wendi Venable-Nelson
Joe great analogy! As you stated: “ Everyone has a website. Everyone is buying leads. Everyone is marketing to consumers, trying to spark interest. However, so very few advertise their Why Buys, their value propositions, their people (think about that one for a second), and their involvement in the community and relevant topics”……. ………….and even when they do, the physical location, lot and showroom have a fraction of matching promotional information or point of purchase merchandising, if any. Crazy, but the ball is dropped after our other ads get them to come out from behind their screens and venture out to the store. Dealership lot and inventory POP rarely carries the message promoted in our other large advertising investments. WHY BUYS need to be emphasized in all of our advertising especially on the LOT. Our location is the first wave and handshake with the physical visitor when our other ad campaigns or Internet presence has worked and they decide to physically shop. Most of the time they arrive to a lot that have nothing to mirror the offer that got them in or struck their interest elsewhere. This then send the message “just kidding” . When a "BIG BLOW OUT WEEKEND! is advertised and then the location doesn't carry the message or feature the specials, this becomes the silent "first lie". The shopper has to start holding toes to the fire on "an ad I saw". remember they don't trust before they arrive, we should start getting them to by carrying the consistent message when they arrive. With Internet getting most of our effort, energy and resources, some how we have lost our way when it comes to the POP (Point of Purchase) merchandising of our lots and inventory to the visitors and thousands of passing prospects per month! From Bangor to San Diego, most of the "boxes" (dealerships) look the same! Any one have any insight as to why we cannot or do not carry the messages we anguish over every week to promote in all of our other medias out to the lot?
Donnie Hinkle
Branding through advertising is what gets them in the door. How well you make them your customer is another thing entirely. I remember when I was shopping for a portable building. I visited 3 businesses in our community and only one of them actually sold the building to me, the construction, warranties, delivery service, etc. The others pretty much said "How you like it?" I’m in Georgia ok! I got prices on all three but I felt safer buying the one that was built to last. Who knows, they may have all been built exactly the same but I don't know that much about portable buildings ok! I bought from the one who sold me the product AND at a slightly higher price than the rest and I was ok with it. So, if the Fruit Hoops sat beside the Fruit Loops and both had the exact same marketing approach, there would be no Fruit Loops the because as you say, Fruit Hoops are cheaper and the box is the same.
Bryan Armstrong
is more important than ever to dedovetail all your advertising mediums, including POP, to reflect the same message. Getting Dealerships to embrace the reality that there is no longer an Internet Customer process and a walk in process with a pricing/experience differential is challenging. How many customers do you quietly lose each Month because they don't call you out on your on-line price but instead leave feeling they were treated duplicitously?

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