There is very little that separates one vehicle from another in terms of features. Competition requires that, to survive, manufacturers must continue to enhance their products with conveniences that customers want or the customers will take their business elsewhere. That said, each manufacturer, brand, and dealership has their own unique features, benefits or personalities that set them apart from all the others. But do the customers know about them?

As a retail automotive professional, you must always be smart about marketing. You must continue to add value and give your customers valid reasons why they should do business with you and buy your products. This is true about every area of business and life.

What is unique about your products or services? If you don't know, you need to find out and start "telling and selling" to your customers. Here are just a few unique value builders:

Product:

- Steel timing chains on some engines for added durability
- Active traction and skid control for safety and handling
- Head and neck restraints for front passengers to prevent whiplash in accidents

Warranty:

- 100,000 mile power train
- Roadside assistance
- Oil Changes included as part of the warranty

Dealer Services:

- Loaner cars for service appointments
- Extended service hours including 24 hour service departments
- Shuttles
- Business centers

You may think this is common sense, but there are too many retail team members who don't tell customers about these and other important features and they lose business to those who do.

Open your mouth and tell your customers about you, your products, and your dealership. Show them the things that make you different and unique. You'll find more success and you'll make more money as a result. Oh, and if you need to know how to present the information correctly, call us!