10 things an auto dealer can do to change world opinion and increase sales.
If you are close to the auto-dealer space in any way, you are most likely hearing complaints from dealers and staff that sales are down. For dealers who dare to have vision and heart, sales can increase higher than imagined. Here are 10 ideas.
Change the Voice in Your Head
The one that says, "I'm an auto dealer; I need to look and act like an auto dealer." If you are a "follower," you have inherited the reputation that follows dealers. Shake this liability by distancing yourself through relevant differentiation. That is, build an experience that is different and meaningful to your customers. Your new voice should say: "I build lasting relationships by helping people purchase automobiles in a unique and compelling way."
Stop the Noise
The world is ready for you to stop the shouting in radio and television spots. This approach does not generate excitement or motivation unless it is coming from a drill sergeant. Furthermore, it comes off as desperation and reinforces the notion that you are like every other dealer. The noise intensifies when you don't communicate clearly.
The blur of fine print, jabs of pressure and fast talking keep consumers in a daze and on the defensive. Be sure to deliver clarity. When crafting your messaging, don't depend on reasoning to entice buyers. Emotional connections trigger sales. Most of all, remember, people buy from people. When you speak to your customer like a friend, the noise becomes a signal.
Brands are personifications of organizations, products, services and experiences. Consumers do not develop relationships with products, nor are they loyal to products.
Brands and what they stand for establish the emotional connection with consumers. Your dealership has a brand. Different from the manufacturer's, it is the sum of all experiences a consumer has with your organization. It has been or is being created in the minds of everyone it comes in contact with. If you are not creating it, someone else is creating it for you.
What does your brand stand for? What emotions does your brand evoke? It should exhibit admirable human qualities. To most people, a "dealer is a dealer." Shift the focus from selling cars to building long-term relationships with car buyers.
Remove the Barbed Wire
It is time to defuse your sales approach. It alienates your customers and puts them on the defensive.
Take your women buyers for example. They influence 85 percent of purchase decisions, yet they are treated as second-class. (How is this happening?) A survey from Power Information Network, a division of J.D. Power and Associates, found that of about 800 female buyers in the U.S. market, roughly 40 percent believe their gender hurt the way they were treated in their most recent visit to an auto dealer. (Learn more about your female buyers at Ask Patty.)
To counter this treatment, most women rely on a male counterpart to aid them in the buying process. With some respect from you, this audience would be very loyal, refer others and most likely pay more (willingly) for your product.
Live and Thrive Without Graveyard Pricing
The strongest relationships are not built on price. There are other ways to entice your target audiences. A reputation of a caring car dealer will compel many. When you humanize your offerings, funny things happen; your customers drive an extra three blocks to drink a more expensive cup of your coffee. Create something special, and let your competitors command the lowest price.