Bonus Concept: Supercharge Your Car Dealer Marketing And Branding Efforts By Creating A Super Stellar Selling Environment

If you actually want to get the largest bang for your dollar, there’s an extra step to take once the car dealer marketing and branding work is finished-that is creating an surroundings where individuals really WANT to buy a car.
Several folks blame the financial system for his or her lack of sales… however in 90% of cases, it’s not the economy-it’s the EXPERIENCE you offer them.
Let’s be honest… many used car lots have little space to work with and can be pretty ugly. Will this equate to fewer customers and less gross? At some level yes!
However by setting yourself apart from your competitors through your image (on paper and in person) you can effectively reduce the event of commodity shopping.
One method to remove yourself from the commodity car game is to make your dealership astounding. You go to your dealership every day so you are taking the environment for granted. Think about the first time you visit a new place – a brand new restaurant, a friend’s home or an amusement park. Your eyes are opened wider and your brain is processing new information. You notice everything. It’s just what we do. Several of your prospective clientele are seeing your dealership for the very first time and their eyes are wide open and taking it all in.
A great experiment to make sure your customers are “taking in” the correct scenery is to physically walk through the front door of your dealership or your service department as if you were a patron.   What are the first sights, smells and impressions you experience?  How do they make you feel as a “paying customer”.  If you don’t like what you see, fix them accordingly.
First impressions are made in fractions of a second. What will your dealerships say in a fraction of a second?
Which vehicles are on the front line? Do you have banners and signs that match your image and marketing? Is the sale you promoted in the paper truly going down? Is the personal experience as professional as the company logo?
Yet one among the easiest and most cost-effective ways to boost the customer’s experience is to CLEAN THE PLACE UP.  This may seem obvious, but is so often overlooked. People like clean environments unless they live in a cave. We know some folks love rubbish but they don’t like to go out to places and be in dirty surroundings.
If your store is screaming for some TLC, appoint a cleaning service and get the place tidied up. Don’t overlook the carpets, windows and concrete too. If the carpets can’t be efficiently cleaned to look new, get rid of them and begin fresh.
A nice coat of paint can do a lot to brighten up the place too. A fresh coat on both the inside and the outside of your building every few years (and touch ups when required) will do a lot more than you’d assume on the mental state of your clients. However don’t take our word for it…next time you see Sherwin ask him.
Your objective as time goes on should be to attempt for a congruency, or a sameness, between your advertising, your image, and the reality of shopping at your store.
As you accomplish a consistent level of professionalism in your marketing, your image, and also the experience you provide, your brand will begin to rise in value, making your job of selling and closing easier each year….all for a fraction of the cost of working with overpaid design or marketing professionals!

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