What makes YOU, YOUnique?

August 21st, 2014 | Written By: admin

For the 20 years we have been involved in automotive marketing, we have been lucky enough to work with highly successful dealers. They lead their region and the country in retention, sales numbers, sales growth, and customer service scores.

If I were asked, “What is the common characteristic of these successful dealers?” I would answer, “They know why they are unique in the marketplace and they brand, market and sell their unique strengths. They aren’t satisfied with being average or following manufacturers’ guidelines; instead, they work hard at offering unique value to their customers by embracing their YOUnique visions.”

Yes, I am spelling “unique” as “YOUnique” because I want to emphasize an idea that can help you grow your service center to match the leading dealers in the U.S.

Let’s start with a simple question: Why are you a better choice for your customers than your competitor? I know that I don’t have to tell you that the competition is fierce. There are over 23,000 Fast-Lube or Oil Change-Plus facilities and over 17,000 new car dealerships in the U.S. I’m sure there are several dealerships right around the corner from your location. What separates your service from theirs and persuades customers to choose you? Now, look at your answer. Do you like it? Is it persuasive? Is your answer the same as every other dealer or option in the market?What, then, makes you, YOUnique?

Generally, when I consult with dealers on this subject, the next question I ask is, “How do you brand your dealership so that you are marketing that uniqueness?” Manufacturers do a great job of knowing their customers and creating a brand image that speaks to them, but their message is all about their brand and not necessarily yours. Most dealer principals believe their dealership is so much more than the franchise brand they represent. Many, however, don’t market that way.

Are you family-owned?
Do you have staff members who have worked at your dealership for many years?
Do you offer special benefits such as manicures, massages or car washes?
Do you support your community or charities?
Do you have a rewards program?
Do you have a loaner program, new facility, more service bays, Wi-Fi, kids’ area, coffee bar or theater setting?

The aftermarket doesn’t. We firmly believe that the decision to choose your dealership over the competition is 99 parts why to choose you and only one part when to use you. The decision on where to service is not a simple algorithm based on when the customer’s vehicle is due for service. It is based on the YOUnique advantages you offer over the competition. So what are you doing to sell your very own brand of YOUnique?

Every dealer has a YOUnique story to tell. Let us help you tell yours.

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