A company’s customers can be a demanding lot, always asking, what’s in it for me? This is especially true when it comes to a big-ticket item such as a new car, because people want to get the most bang for the buck as possible. But really, can you blame them? Every one of us is a customer of many companies, and we’re all looking for the same thing … what can we get from them in exchange for our investment in their company and its products/services?
Smart automotive dealerships keep this in mind when they do their advertising. Finding a way to cut through the clutter and send an appropriate message about your dealership products puts you ahead of the game.
Customers feel entitled to an outstanding customer experience and a great deal. If you are able to give them what they want, you’ll have a distinct advantage because many dealerships fail at this … even though they might think they’re doing a great job. They just aren’t astute enough to realize that it’s the customer who should feel like they got great value during the sale; not them!
So what should be the focus of your advertising? Should it be a big, long list of a features found in a particular car, truck or SUV you sell? Close, but no. You need to highlight the product’s benefits. There is a difference between features and benefits! Benefits show how all those features will improve the customer’s way of life – and ultimately, they plainly show the differences between your dealership and your competition.
At the end of the day, it isn’t about the products a car dealer has to sell; it’s satisfying the customer’s needs/wants that is most important. Remember, your customer is always wondering, what’s in it for me? The dealer who can properly answer that question will win the day.
JKR Automotive Advertising: We Move Cars.