Car shoppers demand far more than just a good product at the right price.
When it comes down to the final decision in their car-buying journey, unique offers and added value are what will influence their choice.
Does your dealership have a unique selling proposition (USP) that sets you apart from your competitors? We know that you offer superior services, rewards, and add-ons that provide distinct value to your dealership’s customers. But, have you packaged and presented these values in a compelling way to drive car shoppers to your dealership over others?
If your dealership doesn’t have an awesome USP, you may have a tough time convincing car shoppers to buy from you rather than your competitors. Particularly competitors who share the same product, at largely the same prices, with the same incentive programs from your OEM.
So, stop offering the lowest price to attract more customers. Instead, go beyond the selling price by using a USP to impress potential customers and persuade car shoppers to choose your dealership over the competition. Compete on value rather than price.
What’s a USP?
USP stands for unique selling proposition. Entrepreneur.com defines a unique selling proposition as,
“The factor or consideration presented by a seller as the reason that one product or service is different from and better than that of the competition”
Put simply, a USP is what your dealership represents as a business. What sets you apart from other dealerships? What do you offer that’s unique or compelling? Do you offer superior services and in-store customer experiences? Do you offer exceptional financing or warranty agreements? What about a complimentary oil change? Valet service? Test drives from home?
Rather than trying to be the best at everything, take the areas your dealership excels in and use them to build your dealership’s USP. Boom.
Live by the USP
Once you’ve defined what makes your dealership better than your competitors and crafted a compelling USP, your dealership needs to start living by it. Build a culture and an in-store atmosphere that fully encompasses your dealership’s USP.
A Solid USP Will Benefit You, Trust Us.
An effective USP offers a clear differentiation from other dealers and gives your dealership a competitive advantage.
Attract customers from further away with a USP that outshines other nearby dealers.
With a strong USP, your dealership also has an opportunity to reach car shoppers beyond your geographical region. If someone needs to drive an hour to reach your dealership, you need to provide a compelling reason for them to do so!
In addition to attracting more customers, a compelling USP will help your dealership build customer loyalty. Your dealership’s unique offerings are what will keep customers returning for parts, services and perhaps even their next vehicle. If your USP is bold enough, it may even spread to other potential customers through word-of-mouth.
Finally, reaching customers in other regions, increasing customer loyalty, and benefitting from word-of-mouth marketing are all contributors to an increase in revenue and work to help your sales team retain gross on deals. You really can’t go wrong!
Take a Look at These Dealer USP Examples:
Below are just a few examples of dealerships that have taken the values that differentiate them from competitors and turned them into a compelling (and well-designed) USP.
Need some help developing and sharpening your dealership’s USP? We’re here for you. Together, we’ll determine what makes your dealership stand out in the crowded market and reflect your compelling USP seamlessly throughout your website and digital marketing campaigns.