Many owners want to market their dealerships as unique to separate themselves from the pack of competitors. However, there is a difference between being unique and different. In truth, a trait you might call unique is likely going to be shared by at least one of your competitors.
In an ever-more diverse world, there are hardly any traits that a dealership could consider unique to themselves. Yet, a combination of traits can make one stand out alone.
That's why the Entrepreneurial Operating System (EOS) says small businesses, including dealerships, should instead define their "Three Uniques." Your Three Uniques are three qualities that are combined to make your dealership unique.
MORE: Entrepreneurial Operating System (EOS)
Three Uniques make your dealership distinguishable in a competitive market
When a small business, like a dealership, chooses to follow the models set up by others, it becomes harder to make yourself stand out from the thousands of other dealerships your customers might consider.
For example, think of television advertising and the difference between insurance commercials and pharmaceutical drug commercials.
For insurance companies like Geico, State Farm and Nationwide, among others, they each have their unique characteristics in long-running campaigns. Geico has the gecko, not to mention the many other now iconic campaigns they have run. Progressive has Flo. State Farm has Jake and the bald guy who talks about the ridiculous things they have covered in the past. Nationwide has its own memorable jingle. The commercials separate themselves from their competition.
On the other hand, pharmaceutical drug commercials seem to run together. You have a character who has a health problem. Then, they take this drug and get their life back. Then a voice-over gives all the side effects information, while you watch video of the main character traveling or playing with kids.
When people interact with your dealership, you don't want them to think you fit into a generic mold where they know the entire script.
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This is especially true with some businesses that try to be competitive at too many things, whether that's services, products or other marketable sectors. The flaw with this is it is impossible to truly be successful if you try to do too much. There is no way for you to stand out, to "own" something.
Defining what makes you unique, your Three Uniques, tells customers and potential customers exactly who you are, what you do and what you stand for. Once you know what your Three Uniques are, you can focus your dealership on bringing in customers based on those Three Uniques.
You need to keep in mind your customers first and foremost when selecting your Three Uniques. Think of the qualities of your business that makes your dealership, and not another, truly one-of-a-kind.
Choosing your Three Uniques
Maybe the toughest part of choosing your Three Uniques is coming up with ideas. As a dealership owner, you should involve as many as sources possible.
One potential source of ideas is your employees, particularly your leadership team. You can make this into a teambuilding exercise. Encourage them to list everything that makes your dealership unique from an efficient and timely service department to your dealership culture.
You can also reach out to a few loyal customers via survey. In the survey, make your questions about the different qualities of your dealership. Find out what the customer believes separates your business from all other competing dealerships in your area.
Not only will these ideas help you determine your Three Uniques, but you might also learn things about your dealership you never knew.
Make sure your Three Uniques are specific, and they will help a customer decide to choose you over your competition based on those qualities alone.
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Putting your Three Uniques to good use
According to EOS, there are three steps small businesses, like dealerships, can immediately put their Three Uniques into practice.
The first is using your website's 'About Us' section to introduce these three qualities. You should not overdo it - a simple few sentences will do the trick. Use this short section strategically to list and draw attention to these three qualities without referring to them as your Three Uniques.
You may call them your values, philosophies, principles or strategies.
Second, using what you wrote for the 'About Us,' write a simple script that your employees, particularly your sales team, can memorize when asked to describe your dealership. The script should take no longer than 30 seconds to say in a normal conversational voice.
Finally, create a webpage, preferably with a video, that explains your Three Uniques to your customers. Again, do not say Three Uniques directly. However, the page and video should explain these qualities about your dealership and why they make you different than the other dealerships.
Keep everything simple and engaging so your customers will be able to relate to your dealership.
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If you feel like efficiency can be a quality you make into your Three Uniques, consider learning more about EverLogic. Our goal is to maximize your profits by make your dealership run more efficiently.
You can click on the button below to watch a demo of EverLogic to see some of the processes our dealership makes more efficient.
