I work with car dealers across North America, helping them improve their online presence and internal processes. Regardless of whether I am at a domestic, import, urban, rural, progressive or old-school store, I have found that many dealers share the same struggles.

One such struggle is the ability to effectively differentiate themselves from their competitors.  In theory, it seems like a simple task: define what you do better than others, and get the word out.  In practice, very few dealerships have done a great job in creating a strong “Why Buy” message.

Your “Why Buy” message is what you communicate to potential buyers when they are in the process of selecting a dealership. This simple, and incredibly important, component of your business likely hasn’t received the attention it deserves.

Whenever I start working with a new dealership, one of the first questions I ask the general manager is, “Why would anyone buy from you?” Time after time, I get the same,canned answer that hasn’t been thought out:

“We have great customer service, a huge inventory, etc.”

If you have the same “Why Buy” message as each of your competitors, why would anyone chose you?
With 72 percent of Google searches involving cross-shopping, it’s important to find a way to differentiate yourself from your competitors.

You are being shopped on and offline against competitors who carry the same make, different makes, non-franchised dealers and private sellers. You’re all out for the same buyer, and it’s up to you to educate that consumer on why you are the best choice.

Set the Baseline

Take a few minutes out of your day and ask your sales and management team why they think customers should buy from your dealership rather than any other. Chances are, the majority of the responses you will get will be listed below:

  1. We have great customer service.
  2. We have the lowest prices.
  3. We have the best selection.

If you want to maintain the viability of your dealership in the new, hyper-competitive and information rich world we now live in, understanding and defining your “Why Buy” message is a must. Once you’ve polled your staff, you’ll have a pretty good idea of the “Why Buy” message that is being served to your customers today. If you didn’t find their responses to be compelling, then it’s unlikely the consumer will, either.

Determining What You Do Best

Below, you will find a few examples of different, tangible ways you can differentiate your store from the competition.

  1. Top reviewed dealership on Google+ Local
  2. No-hassle exchange policy on all vehicles within 30 days of purchase
  3. No -haggle pricing structure, one price
  4. Non-commissioned product advisers
  5. First oil change free on every new and used vehicle purchased
  6. Percentage of revenue donated back to community
  7. Loyalty program with VIP perks

It’s entirely possible that you aren’t doing anything of things listed above. From here, you will need to decide if your ‘Why Buy’ message is important enough to you (and your customer) to look at making a change within your business.

You are at war every day with your competitors, and they are constantly looking for new ways to put you out of business. You’re helping their cause if you don’t have a clear way to differentiate yourself.

Shout it From the Rooftop

Equally important to your “Why Buy” message, is the way you communicate it. Your “Why Buy” message is worthless if shoppers have no way to find out about it. Furthermore, this isn’t a “backburner initiative” and will need to be embraced throughout the culture of the store — from the top down.

Your “Why Buy” message should be seen and heard:

  1. Your website
    1. Homepage
    2. Vehicle Display Page (VDP)
    3. Designated page with full “Why Buy” details
  2. Your dealership
    1. Stand-up signs on dealership sales floor
    2. Print-outs on product adviser desks
    3. Stickers on car windows
  3. Your staff
    1. Memorized, test them periodically
    2. Give them a pocket-sized print out they can carry with them.

If you’re having a hard time identifying why consumers are buying from you, try going straight to the source. Speak with a mix of sales and service customers at the store, and ask them why they chose you.

Start identifying your “Why Buy” message today, and stand out in 2014, or risk getting lost in the pack.

Kevin Gordon is an international speaker and thought leader in the automotive industry, regularly speaking at conferences across North America. Kevin co-founded Convertus, a digital marketing solutions provider for dealers. Learn more at Convertus.com.