How to Set Your Dealership Apart From Your Competition

All of us have competition. Even if you’re located in a small town, 50 miles away from the nearest city, you still have competition. Where’s it coming from?

Our competition comes from other local dealerships, big box stores like Home Depot, and even the Internet. These days, OPE dealers are hit from all sides, and it can be a real challenge to keep customers coming in your door when they have so many options.

The key to maintaining customer loyalty and consistent sales is that you have to set yourself apart. You have to give people a reason to come to your dealership. We know, you’ve probably heard that one before, right? Well, here are some unique ideas to make your shop stand out.

Strategy #1: Consider Your Audience

Did you know that over 42 million Americans can’t read at all? And over 50 million can’t read above a fourth or fifth grade level.

There are another 44.9 million people who don’t speak English fluently.

What does this have to do with your OPE dealership? Well, everything. Chances are you have some customers, maybe quite a few, that can’t read well or at all. If you look around your store, however, how easy is it for these customers to find what they need? Imagine yourself walking into your own store, unable to read any of the signs you have up. Picture them in a different language. How overwhelmed would you be?

You can make your dealership unique by giving these customers a helping hand. Putting up signs with images, as well as words, would better help them navigate your store. These images will also help everyone find what they need faster and easier. Making your dealership more user-friendly in this way will keep customers coming back.

Strategy #2: Don’t Turn Business Away

You probably read that and thought, “Who in their right mind would turn business away?”

Well, many dealerships do. How? Because they refuse to work on equipment that was bought somewhere else.

This strategy is a good one if you want to send customers to your competition. Inflexibility is one of the quickest ways to lose a customer for good. Want to inspire loyalty and keep your customers coming back? Then work with them. Be flexible. Help them however you can. Sticking too closely to “policy” will only drive people away.

Strategy #3: Track Your Customers

Do you know which of your customers buy which products? Unless you have quality outdoor power equipment office software, then probably not.

The advantage to tracking your customers’ buying habits is that it allows you to become familiar with what they’re interested in. Chances are, you see around 5%-10% of your more loyal customers on a regular basis. Do you know them by name? Do you remember what they bought last time, so you can ask how it’s working out?

Good software will allow you to pull this information up in seconds. Imagine how special that customer would feel if you greeted him or her by name, and asked how the snow blower they bought last month was working out for them.

They’d feel unique and appreciated, that’s for sure. And this is what a high quality, customized outdoor power equipment office software can give you.

There are plenty of unique ways that allow you to stand head and shoulders above your competition. You just have to be willing to think outside the box a bit, and work more flexibility into your shop. Do that, and your customers will keep coming back.

Marketing | April 5, 2010 10:10 am