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Look around, who’s your biggest (local) competition. If you’re like most of us, you know who they are, you constantly see their sales numbers and wonder how can you beat them this month? What do they have that you don’t? You have the same cars, right? You have the same (more or less) finance programs? You have the same style dealership? If these answers are “yes,” it’s time you do something to differentiate yourself from the dealership down the street. When the OEM’s consistently make every dealership “look” the same, what does it take to stand out in a sea of non descript buildings (& colored cars for the most part.)?
Do you have a mission statement? Is that mission statement displayed in your dealership? What about in your “virtual dealership?” What’s your virtual dealership? Your website! How many visits does your website get a week or a month?
I bet it’s more visitors than people who walk into your showroom. There’s really no need to advertise a lease special on a website. Sure, we all want to increase lease penetration, but is a banner on a website actually going to persuade customers to lease rather than purchase? Doubtful. What about a banner on your website that tells the story of Why your dealership is different. Maybe it’s your commitment to the community, maybe it’s your rewards program.
Your store also probably gets more internet leads than walk-in traffic, right? What about telling your customers about your commitment to community or rewards programs in your e-mails and voice mails to leads? Task your BDC (or Internet Manager/Director/Guru) in coming up with phone scripts and e-mail te
mplates that aren’t just ‘HEY I HAVE GREAT NEWS FOR YOU, CALL ME BACK!” or “HEY WE’LL GIVE YOU A GREAT DEAL WHEN YOU COME IN - WHEN CAN YOU COME IN?” In this day and age, those over-used phrases aren’t going to get customers to come in let alone call you back. Remember - people buy from people, and people don’t care how much you know until they know how much you care. About them. And about what’s important to them. People hear the same voice mails over & over & over & over & over & over and they get the same (or similar) e-mail templates over & over & over & over & over. Do something to make yourself stand out!
Just remember - your dealership down the street could have the same commitment to community or rewards program, but if they don’t tell their virtual customers about these things their customers will never know.
Do you do anything now to help your customers and potential customers know you’re different? If so - what are they?