The Customer’s Question: “Why Should I Buy From Your Dealership?”


By Josh Vajda

3 Tips For Build­ing Val­ue

In this com­pet­i­tive mar­ket, many deal­er­ships are strug­gling to engage their cus­tomers in two-way con­ver­sa­tions. With Inter­net leads, in par­tic­u­lar, increas­ing the con­tact rate and get­ting the cus­tomers to respond can be a chal­lenge since many cus­tomers receive emails and calls from sev­er­al deal­ers in a short peri­od of time. So what can you do to stand out and encour­age a response?

One of the most effec­tive ways to engage is to build val­ue in your deal­er­ship. Put your­selves in your cus­tomers’ shoes and answer the ques­tion for them: Why should I buy from your deal­er­ship instead of anoth­er deal­er­ship?

Build val­ue and give cus­tomers a rea­son to come in:

  1. Align with the customer’s hot but­tons. When a cus­tomer on the lot tells you fuel econ­o­my is the most impor­tant fea­ture in a vehi­cle, you tai­lor your vehi­cle pre­sen­ta­tion to the fea­tures and ben­e­fits that stress eco­nom­i­cal effi­cien­cy. While you can’t always iden­ti­fy it from an Inter­net lead, you can usu­al­ly gath­er enough infor­ma­tion to make an edu­cat­ed guess at what might be impor­tant to that cus­tomer. Try stress­ing the con­ve­nience of your deal­er­ship loca­tion, an easy in-and-out process, and your will­ing­ness to pre­pare a vehi­cle in advance to save them time.
  2. Share what sep­a­rates you from the com­pe­ti­tion. What is your unique dif­fer­en­tia­tor? Are you best known for the best prices, price guar­an­tees, the biggest selec­tion, or your no-pres­sure sales envi­ron­ment? What­ev­er your store can offer that your com­peti­tor can’t or won’t, make sure your cus­tomers are aware of it.
  3. Show your con­nec­tion to your com­mu­ni­ty. Peo­ple buy from com­pa­nies they know will be around for the long term. Show­ing your involve­ment in your local com­mu­ni­ty enhances your rep­u­ta­tion and engen­ders trust. Whether it’s sup­port­ing the local Lit­tle League (“Proud Spon­sors of Lit­tle Timmy’s T-Ballers”), local char­i­ties, or if you are hav­ing a blood dri­ve or a hol­i­day bar­be­cue, don’t be afraid to share taste­ful­ly.

Every sales­per­son should know what dif­fer­en­ti­ates your deal­er­ship from any oth­er; and they should be able to use that infor­ma­tion to build val­ue and rap­port with the cus­tomers.

Josh Vaj­da, Direc­tor of Inside Sales, AutoUSA, can be reached at





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