What’s your dealer’s story?
By Amar Soni
Well, what is it? Is it that you’re family owned and operated? Is it that you’ve been serving your community for “x” amount of years? Is it that you have the lowest price in town? If you work inside a dealership and these are the answers you are coming up with, you’re not digging deep enough.
Customers today, in any business want to know why you’re in this business. You want to create a compelling enough story for your car buyer, and have them want to visit your dealership and ultimately make their next vehicle purchase from your sales staff. People don’t buy what you do, they buy why you do it!
So I guess it’s not the “what?” that needs to be answered, but the “why?” I suppose if the “what” still needs to be answered, you’ve been having some rough months.
Make this the foundation of your overall content marketing strategy, and be consistent with it. In the digital age, nothing’s expected to slow down, so make it easy simple and be consistent when you’re telling your story.