How can you differentiate your dealership and create a unique value proposition?

1 Identify your target market

Before you can create a UVP, you need to know who you are selling to and what they are looking for. Your target market is the specific segment of customers that you want to reach and serve with your dealership. You can use various criteria to define your target market, such as demographics, location, lifestyle, preferences, needs, pain points, and goals. The more you know about your target market, the more you can tailor your UVP to their needs and desires.

2 Analyze your competitors

The next step is to research your competitors and find out what they are offering, how they are positioning themselves, and what their UVPs are. You can use online tools, such as Google, social media, review sites, and industry directories, to gather information about your competitors. You can also visit their websites, showrooms, and sales pitches to get a firsthand impression of their strengths and weaknesses. The goal is to identify the gaps and opportunities in the market that you can fill with your UVP.

3 Define your strengths and benefits

Now that you have a clear picture of your target market and your competitors, you can focus on your own dealership and what makes it unique and valuable. You need to identify your strengths and benefits, which are the features and advantages that your dealership offers to your customers. Your strengths and benefits can be related to your products, services, prices, quality, reputation, location, convenience, customer service, guarantees, or anything else that sets you apart from your competitors. You should list as many strengths and benefits as possible, and then prioritize the ones that are most relevant and important to your target market.

4 Craft your UVP statement

The final step is to write your UVP statement, which is a concise and compelling summary of your strengths and benefits, and how they solve your customers' problems or fulfill their needs. Your UVP statement should answer the question: why should customers buy from your dealership instead of your competitors? You should use clear and simple language, avoid jargon and hype, and emphasize the value and differentiation that you offer. You can use this formula to craft your UVP statement: [Your dealership name] helps [your target market] [achieve their goal or solve their problem] by [your main benefit or differentiation].

5 Communicate your UVP

Once you have created your UVP, you need to communicate it effectively to your target market and make it the core of your marketing and sales strategy. You should display your UVP prominently on your website, social media, brochures, ads, and signage, and use it to capture your customers' attention and interest. You should also reinforce your UVP throughout your sales process, by demonstrating how your dealership delivers on its promise, providing testimonials and reviews, and offering guarantees and incentives. By communicating your UVP consistently and convincingly, you can build trust and loyalty with your customers and increase your sales and referrals.

6 Test and refine your UVP

Your UVP is not a static statement that you can set and forget. It is a dynamic and evolving proposition that you need to test and refine regularly, based on your market feedback and performance. You should monitor and measure how your UVP resonates with your target market, how it influences their buying decisions, and how it compares to your competitors' UVPs. You should also update your UVP as your dealership grows, changes, or introduces new products or services. By testing and refining your UVP, you can ensure that it remains relevant, effective, and competitive in the market.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?