How to Create an Offer of High Perceived Value - You Need to Know How to Be Different

So what kind of innovative strategies will help you differentiate your dealership and multiply your results? And how do you use this innovation to jump ahead of your competitors?

Most dealers have done a great job integrating new marketing channels. So, the opportunity to gain a competitive edge by dominating digital or other marketing channels is closed. However… 

... the window of opportunity is open when it comes to “what your actually marketing”… but that window won't stay open long.

We can all agree that consumers no longer rely on dealers for the same information they used to. Today people choose to research online away from your influence. Most of the time they show up knowing exactly what they want because they've already sold themselves on what they want. 

By the time they show up in your showroom... 60% of the time that is the first opportunity you've communicated with them in any way.

Before the internet, they had to call or visit your showroom before they decided what they wanted... giving you a chance to influence them far earlier and many times on the spot.

Here’s the problem and why Digital Marketing is the new “Saturated Direct Mail” of 2019

Most dealers still advertise the same offers that worked prior to the Internet's influence… and now… the internet is flooded with all the same offers… all the same vehicles… and all the same prices.

These ads are mostly ignored today. You don't rely on the newspaper for your news anymore just like car buyers don't rely on you for anything other than... do you have what they want in stock. So, you have a real opportunity to set yourself apart but you have to be innovative.

When you change what you’re actually offering, you change your results

For instance, instead of advertising a low interest rate or payment - give people what they want. People are less worried about getting the best deal. Do not misinterpret that statement.

Every buyer wants the best deal but... they are more confident today because they can get all the info they need to verify what a good deal is in minutes online.

Before, when dealers had control of the buying journey, people dealt with the anxiety of driving from store to store just to try and save money... it can be hassle free now if they want it to be. Today's buyer is more concerned with how quickly and frictionless you can give them what they want. They want information.

So, advertise to them that... "You can upgrade their vehicle, lower their payment with no money down!" That's an offer nobody else is making.

Then deliver on your promise.

Make it easy for them to see all the vehicles they can upgrade to. Today's technology allows you to do this. Dealers who are doing this are seeing their leads explode. Plus, they now have an offer that appeals to conquest buyers.

Imagine... for a moment you are in the market for a car

You can be anywhere in the car buying journey (upper to lower funnel- it doesn't matter). You start out looking at ten to twelve models... now you've narrowed your choices to three to four. 

You get an advertisement from a dealership who sells one of the final four vehicles you’ve narrowed your choices to. Then they advertise to you all the same common "old school" offers you see from almost every dealer.

When you search online… every dealer is competing for your click… and everything looks the same.

If your using other marketing channels like direct mail, email, social etc... all the ads scream... call us at... visit us now... email us now.

Because why? You have no relationship with this dealer. You're not going to give up your time (especially 1-2 hours with a visit)... when most likely you can get all the information online. Best price? You can pull up that info on True Car. If you need to know what your car is worth? Just go to any online appraisal tool.

Car buyers want the info they want without talking to you. They want it on their time and they will communicate with you on their terms.

Dealers who are committed to providing more information and creating a better online experience (earlier in the journey) are winning more business. Innovative dealers know by doing this they dramatically increase the number of people they influence throughout the sales funnel.

Innovative dealers know what happens when you turn the tables on today's car buyer

I know something when it comes to direct response marketing. I don’t say this to impress people… I say it because I want to impress upon you that we have tested, measured sales and transaction data for almost three decades.

I’ve seen sales improve instantly as a consequence of changes in the medium by which dealerships reach the marketplace. I’ve seen a unique offer triple the leads and improve the quality of the traffic by 50%.

Bottom line: Change your marketing, change your results.

Most people do not understand how many more leads are needed to significantly move the needle. If you want to increase your leads in a big way you have to make offers that are different enough that they appeal to people throughout the sales funnel.

Most lower funnel buyers have already decided what they want to buy - they just need to figure out where. So...

You need to influence a lot more people in the mid to upper funnel if you really want to increase sales.

Innovative dealers understand that the more people they interact with in the mid to upper funnel the more will choose them when they reach the lower part of the funnel. Especially when that interaction is fast, easy, frictionless and fun.

Your customer experience has to start at the beginning. If it starts once they show up… there is no relationship… there is no internal pressure for a consumer to want to give you their business.

In order to increase your sales and profit, you need to remember this mantra

Change your strategy, change your results.

Watch this FREE Webinar and discover how dealers are taking advantage creating offers of high perceived value to increase quality leads every day and boost sales.

The auto industry is the best. I wouldn't want to do anything else because I love the challenge and the people in it. Unfortunately, there are many who have no strategy at all.

There are a lot of reactive (shortsighted) people in this industry, rather than proactive. They struggle through the end of the month, only to start over again at the beginning of the next month, hoping they’ll make it through again.

Reactive dealers only look at the here and now, and miss out on all the long-term potential.

Who do you think will gain market share when car sales dip? Inventories are already starting to creep up.

You need a strategy that thinks long term but still produces short term results.

An important part of beating out your competition is making your dealership resonate at a perceived better customer experience (a higher vale) in the minds of car buyers in your market.

You want to stand out… above all other dealers by creating an aura of superiority that decisively differentiates your dealership from all the other run-of-the-mill competitors.

Dealers who align with the current car buying journey establish themselves as the most trusted, valued and best source - a better place to buy. Part of this perception on the part of the consumer is psychological, and you have to make sure that this view is maintained by differentiating your relationship, conduct, and ongoing level of contribution from that of the other dealers you compete against.

“Don't be just a follower - when you're a follower the view never changes baby… the view never changes”… Dusty Rhodes the American Dream

We work in a copy business. Most dealerships run their business by applying whatever actions they’ve observed by other dealers—not because it’s the optimal way but because that’s what they know best.

As soon as you open your mind to doing things differently, the doors of opportunity practically fly off their hinges.

There's a good chance there are areas of improvement all over your store. So make some changes. Optimize and improve what is working and what isn't working. Innovate and try new things. Develop a long-term strategy. Be passionate about your marketing strategy. And always remember...

Be unique... and show up like nobody else!

BTW... If you want a to see a marketing program that allows you to make offers other dealers can't make, produces a steady stream of leads all month long and completely differentiates you from everyone else...

Just say...     "Yes! I want more information." and click here and schedule a quick call.

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Scott

Scott Joseph is an automotive dealer and CEO of J&L Marketing. With nearly 3 decades of automotive sales, marketing and leadership experience, he helps automotive clients grow predictable sales with his engineered proven marketing process.