CHICAGO -

We covered the “M” in MARK, now it’s time for the “A”: affordability.

Affordability is about demonstrating that your vehicle’s price is fair. Most car shoppers have a fear of getting ripped off, so providing evidence that your car is a great value at a fair price is crucial.

Many dealers miss an easy way to do this: Only 2 percent of online car ads list the price versus a consumer guide book; so if your price compares favorably to Kelley Blue Book, Edmunds or NADA, that’s excellent evidence of value, and you should always share it in your listings.

Price reductions are another major motivation to buy. Knowing how the current price compares to the original MSRP provides evidence of the value of your vehicle and gives another reason to buy your car.

Risk

Risk gives the consumer confidence that the car is not a “lemon.” If the car has only had one owner, has a clean title or hasn’t been in an accident, feature those facts in the risk section of your listings. Low mileage is another good stat — as it gives the consumer a sense of less wear and tear.

J.D. Power Quality Ratings offer evidence that the car will be reliable over the course of its lifetime.

Typically, ads for certified cars just say “certified,” but the typical consumer has a limited understanding of the benefits of a certified program — and why that justifies a higher price. Highlight the two-year/24,000-mile certified warranty, as well as high-perceived-value features, such as free loaner cars or 24/7 roadside assistance.

Finally, any remaining free maintenance or factory warranties give the consumer an even greater degree of comfort when purchasing your car.

Key Differentiators

Now lets look at the last element of MARK: key differentiators.

Key differentiators, the final MARK component, make the car stand out from others on the market. Key differentiators are broken out into four separate sections: awards and accolades, expert reviews, most searched equipment and dealer differentiators:

Awards and accolades, including five-star crash ratings, Motor Trend Car of the Year and other model awards give strong reasons to choose the vehicle over similar vehicles. J.D. Power ratings by consumers are also powerful evidence; when consumers know that others have had a good experience with a car, they become more confident that it’s a good buy.

Expert reviews from trusted third-party sources such as Kelley Blue Book and Edmunds showcase your car’s strengths and lend credibility to your ad. Quoting the same sources consumers use to do their own research is likely to build trust and confidence.

Most searched equipment highlights the features of your car that are in high demand to set your vehicle apart. By analyzing consumer search behavior, we identified the top 10: leather, navigation, sunroof, third-row seat, seat heaters, manual transmission, DVD, tow hitch, bed liner and alloy wheels.

Dealer differentiators show consumers why they should do business with you. Including your tagline is fine, but third-party rating and accreditations, such as dealer awards and BBB affiliation, give greater credibility than rhetoric.

That wraps up our analysis of the four components of MARK. In the final issues of our Gen X and Y series, we’ll explore how mobile comes into play once younger consumers are on your lot — and what you can do to level the playing field.

Patrick McMullen is vice president of sales at MAX Systems. This blog entry and others can be found at www.getrelevantordie.com.