Have you ever stopped to think about why customers choose to purchase a car with you? Do you know why your selling practices resonated more with them than another dealership down the street? Other than the pricing, car itself, and the personality of the sales rep, why did they move should “start with why.” Here, he claims that customers don’t buy what you do, they buy why you do it. Here is how it works:
Why – This represents your core business beliefs.
How – The way the business fulfills these core beliefs.
What – The steps the company takes to make them real.
forward? This is an important question to delve into because if you know the “why” you can do more of it. In 2009, a famous Ted Talk by author Simon Sinek outlined the reason businesses
For example, if Apple started with the “what” their core beliefs would look like this:
“We make great computers. They’re user-friendly, beautifully designed, and easy to use. Want to buy one?”
Instead, the company approaches customers with their “why”:
“With everything we do, we aim to challenge the status quo. We aim to think differently. Our products are user-friendly, beautifully designed, and easy to use. We just happen to make great computers. Want to buy one?” They attract customers who share this belief.
So how can you “start with why” at your dealership and begin to appeal to customers beyond your cars —which is considered your what—? Read on for four ways to shine aside from what you sell and build customer trust .
Show Who You are as People
Unlike other companies, dealership names typically include the city they reside in. Indirectly, this ties you to the community in the eyes of consumers. As a result, you and your staff have an ample opportunity to show who you are as individuals within the community. Are there town festivals, little league games, or opportunities to host a community event at the dealership? Get to know the city, and be visible. Let them know that you are interested in more than just getting them in your next vehicle. You can go as far as to make community involvement a part of your core beliefs.
Contribute When You Can
One of the best ways to show that you are not just in the community to sell cars is by giving back to it in some way. Is there a local nonprofit you can donate to for a specific month? Do you and your staff participate in community service events around the city or town? This practice should not be just a yearly photo-op, but a common occurrence at your dealership. Donating food to the local pantry, buying uniforms for the little league team, or setting up a charitable partnership with a nonprofit shows you want to empower the community.
Provide Education
Have there been a lot of fatal accidents involving teens? Is everyone in your community aware of the importance of using seat belts? Do customers know how to take care of this car they just purchased from you? Take the time to educate the community on the significance of safe driving and how to appropriately service their vehicle. Here, you show that you care about how customers are using and interacting with the car beyond the initial purchase. Also, educating citizens about car safety could be another core belief that adds layers to your “why.”
Simplify Your Purchasing Process
This step can have many layers to it, but simply, your customers should feel comfortable coming into your dealership. They should feel they are going to get a good deal (based on their budget), and that the process will be convenient and efficient. This idea can start with the organization of the showroom and lot. Cars should be able to be easily and quickly located. Sales staff should be ready to ask the right questions about the budget, what the vehicle will be used for, preferred aesthetic or technical features, and if the customer has already done some research on what they want. The process should be about the customer driving the conversation (if they have an idea of what they want), and feeling as if they are being heard. Putting them first is an excellent core principle.
Final Thoughts
Customers should be able to identify with why you do what you do. Selling car is the “what” of your core beliefs. However, empowering and educating your community about the cars you sell while also providing a purchasing process that is convenient and transparent are your “why.” This belief (or one like it) is what will get your customers coming back, and this is how loyalty and trust are built. As a result, your current buyers will become long-term consumers who know to come to you when they need servicing or a new vehicle.
Sources:
3 Key Marketing Takeaways from Simon Sinek’s “Start With Why”, https://blog.hubspot.com/customers/3-takeaways-from-start-with-why
How to Make a Dealership Stand Out, https://www.dealermarketing.com/how-to-make-a-dealership-stand-out/
How Great Leaders Inspire Action, https://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action
