Value is the key to gaining an edge on the competition

May 28th, 2014 | Written By: admin

ScrabbleTilesCustomer-MI.134519Some days it feels like the competition in on the attack – especially on price. There is no doubt that price is important to your customer base. However, value is the real deciding factor for your customers. To accurately show the value you offer, it is essential to identify, embrace, and market your strengths – quality, expertise, and experience – if you want to retain and gain market share in the face of fierce competition.

Customer service must remain the cornerstone of your automotive service. In service businesses such as automotive maintenance, HVAC, building, landscaping, and computer networking, the value of the investment is heavily related to the level of expertise and customer service the customer receives. The better the quality and value, the more successful the business. Establishing and maintaining a reputation for integrity and excellence is paramount in the service industry to be successful.

Consider these findings:

• Quality and trust trump price – 81% of drivers agree that quality service is more important than price – Sterling Driver Insights Study
• 70% of buying experiences are based on how the customer feels they are being treated – McKinsey
• 55% of customers would pay extra to guarantee a better service – Defaqto research
• Price is not the main reason for customer churn; it is actually due to the overall poor quality of customer service – Accenture global customer satisfaction report
• A customer is 4 times more likely to buy from a competitor if the problem is service related vs. price or product related – Bain & Co.

In the automotive service industry, the “buying experience” encompasses everything from the branding and reputation of the dealership to the interaction with writers, trained technicians, cashiers and facilities. Using your marketing to set the expectation is part of what wins over the customer. Better service is at the core of the value that you are selling, and your marketing needs to show that you have more to offer than what the aftermarket has to offer.

Below are several examples of how you can visually market your strengths – expertise, quality, and dealer experience.

thankyou.114256Expertise –

Your customers put their trust in your people. They want to know who is working on their vehicle and to feel confident in their choice of dealership for service needs.

Quality –

Market your complimentary inspection because this tells customers you have a thorough process that focuses on their vehicle safety and performance. Let them know they are getting more than the minimum from your team.

The experience –

The environment you have created at your dealership is a big investment and creates a more positive experience for your customers than that created by the competition. Show your customers you know them by highlighting that what you have to offer is what they want and need.

We use our FUEL™ software to identify when to market and to whom. It is a science. However, selling your customers on WHY to choose you is an art. Marketing the dealership needs to be a perfect mix of science and art. Our strategy is to offer a portfolio of customized and personalized personal-touch direct mail solutions that integrate with our digital Drive™ packages to ensure your messages are sent in stereo.

All of our products, solutions, and strategies work together to sell the Expertise of your staff, the Quality of your service, and the Experience your customers will receive when coming into your store instead of any other option in your market. This value is vastly undersold in most dealerships’ marketing, and it is the very reason your customers choose to do business with you. Your competitors might out-price you, but you should never be out-serviced!

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