AUTOMOTIVE ADVERTISING & MARKETING

Unique Selling Proposition

What’s Your Unique Selling Proposition?

JKRAdvertising / Automotive Advertising, Automotive Marketing /

October 23, 2014

What’s your Unique Selling Proposition (USP)? For that matter, what is a USP? In the world of automotive advertising, it’s an acronym for Unique Selling Proposition. It’s something that defines your dealership’s unique position in the marketplace; something that differentiates your dealership from any other dealership in your geographical area.

There are a lot of prospective auto buyers in your community at any given time. Chances are, many of them are unsure of what they should do and where they should shop. They also understand that this is going to be a monumental decision in their lives, so finding a dealership that earns their trust will make them feel good about their purchase.

If a prospective customer is unfamiliar with you – or you just sort of get lost in the shuffle with all the other dealerships in your area – there is no reason to think a customer will walk into your showroom or visit your Web site.

Unique Selling Proposition Benefits

But if you have a well-established Unique Selling Proposition, these prospective customers will be easily able to determine what your dealership offers that the other guys don’t (or can’t) offer their customers.

So how do you determine your dealership’s Unique Selling Proposition (or maybe you even have more than one)? Asking yourself the following questions is a good start:

What can your products and services provide to a buyer that others’ products can’t? What makes you the preeminent dealership in your community from which to buy a car, truck or SUV? What are some of the hot-button issues that motivate car shoppers in your area to buy cars – and what does your dealership excel in to satisfy these needs?

If you are still unclear of a Unique Selling Proposition, it’s time to enlist the services of JKR Automotive Advertising. We’ll help you find a clear identity, allowing you to stand out amidst a sea of dealers in your area, and giving you a USP you’ll be proud to tell everyone about! Get the ball rolling today by calling Eric Tigner at (321) 397-0777. By doing so, you’ll also receive a free advertising report filled with a ton of marketing information that will give you a small sample of our capabilities.

JKR Automotive Advertising: We Move Cars.

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Post-Pandemic Dealer Gross Profits are Down – But They Don’t Have to Stay There!
March 13, 2024
It is no secret that dealer gross profits per vehicle are down sharply in the post-COVID automotive world. According to a recent article in Automotive News, gross profits of the six largest publicly traded dealership groups plunged significantly from Q4 2022 to Q4 2023. One of them was actually down 35% per vehicle!

The article explains: High interest rates, more expensive vehicles and a steadier post-pandemic supply chain continue to soften demand and bring it closer to pre-pandemic levels. Still, new-car buying has remained strong overall …

This means that, while sales volume is similar, overall bottom lines are lower for many dealers due to the reduced gross profits. What about your dealership?

Being Realistic
It’s time to turn the page! The time for dealers to simply be order takers for people willing to pay MSRP for a vehicle (and in some cases more) has passed and dealers have to work hard once again to achieve acceptable gross profits.

Selling a high volume of cars doesn’t control gross profits, no matter how much you wish this was the case. Correct processes and menu pricing – and strict adherence to them – do!

What kind of processes?
∙ Slow down the transaction! Your sales staff has to once again sell the customer on the features and benefits of every new and pre-owned vehicle on your lot.

∙ Your salespeople and managers should devalue the customers’ trade-in value (politely, of course) as much as possible. After all, if the customer expects you to lower your price, shouldn’t you be able to do the same on their trade? Remember, you’ll have to fix it up, put your name on it and resell it to someone else with all the tenacity you would a brand-new car. So make sure you buy it right … because the profit is made when you buy it, not when you sell it!

∙ To that end, management should be ready and willing to leave the desk and do thorough walk-arounds on each trade to ensure the best outcome for the dealership.

The Cure for Low Gross Profits
If you are like a lot of dealers these days, you could use some good news. Here it is: while you may not have the capability to achieve profit margins similar to those you enjoyed during the pandemic, they could likely be improved. JKR’s clients enjoy the benefit of attracting not only more customers, but better ones, too!

If meeting and exceeding your sales goals (and increasing gross profits at the same time) sounds great to you, you need to call us. Don’t settle for reduced gross profits when help is out there to get you closer to where you’d like to be.

Want to know how we do it? Reach out to Senior Partner Richard Brauns (407) 701-4233 or Partner/Vice President Jon Albert (407) 718-2494 today.

JKR Automotive Advertising: We Move Cars.

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