Unique Selling Proposition
What are you doing to showcase your dealership Unique Selling Proposition?
Many dealerships in the country have something they hang their hat on. Something they feel separates them from the competition. These are known as unique selling propositions or USP’s.
Your dealership may offer:
· Complimentary car washes
· Complimentary loaner cars
· Service rewards or points program
· Lifetime Warranty
· Free State Inspection
· 1 year Key Replacement
· Oil Change programs
· Tire rotation
Effectively conveying your USP’s at every level of your business most dealers believe they can alter the customers focus from PRICE negotiation to VALUE proposition. Why do business with me as oppose to the competition! Successfully executed dealers should expect an increase in Gross Margins (NET OF THE USP’s COST) and Market Share. Measurement of all critical components is a key to the success of any program so track it Daily, Weekly and monthly. Your gross and market share are easy information to quantify and measure.
Another effective method is by posting articles about your USP on your dealer’s blog; add to that the social media aspect and you have an ideal way to keep your dealers USP top of mind.
So take the opportunity to take a fresh look at the USP that has been gathering dust and write a new press release about it. If you need more USP’s or are unsure how to successfully install and execute to not be a cost to sales contact your vendor brainstorm with you management team or call us and we will gladly share the knowledge we have acquired at no charge to you.
It’s like many of you tell your sales people, if you talk about it and the competition doesn’t, then YOU have it and THEY don’t. So take the opportunity to take a fresh look at the USP that has been gathering dust and write a new press release about it.
Finally, get your sales and service teams talking about your dealerships unique selling propositions again. Treat them like they are new and breathe life EVERYDAY into your USP’s making them as effective as you want them to be.