Your USP Makes You Stand Out

Your USPAbout 60 years ago, Rosser Reeves coined the now-famous term, “Unique Selling Proposition,” or USP. defines USP accurately 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.


More About Your USP

In your current situation, think about what might make a customer want to come buy a car, truck or SUV from you. If you can’t immediately come up with at least one really good reason, it’s time to do some research so you can develop your dealership’s USP (or call us at JKR so we can help you). Here are specific questions you can ask yourself that might help you.


Does your dealership do anything that is truly specialized in your market? This is a bit of an extreme example, but think about what the Dollar Shave Club has done to make itself unique. First, the concept of the service they provide is new and innovative … but beyond that, the commercials also do a tremendous job of using comedy to emphasize how their system makes for an extremely stress-free purchase. While we’re not suggesting you have anything happening at your dealership as outlandish as this, you may have something that would make a prospective customer stand up and take notice of you.


Is there some way that your dealership has improved the customer experience? It could be in the showroom, in the service department, or a better buying process. But it has to be something that eliminates what would otherwise be a frustrating thing for a customer – and it must be important enough to be part of your USP.


Can you position your brand as being unique in your market? This time, let’s stay in the automotive genre for a great example. For nearly four decades, BMW has branded itself as “The Ultimate Driving Machine”. Even though there may be better cars out there, only BMW makes this claim. Here’s another example: M&M’s are certainly not the only kind of candy that melts in your mouth, not in your hand – but that’s one of the ways the product has differentiated itself. How can you do something similar at your dealership?


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