It’s very easy to advertise a car, you show a picture, list the price, the mileage and the features.  However there are lots of dealerships out there with cars just like yours! So how do you set yourself apart from the rest? You sell the dealership, what makes you unique and better! From your advertising, to the initial phone call, to the salesman on the lot, each one of these points of contacts should be re-enforcing the same principal, what makes you better then your competition!

I encourage you to sit down and make a list of all the wonderful things about your dealership that sets you apart from the rest. It was the first thing I did when I started working for dealership. I created what was affectionately dubbed “the bullet list”. The bullet list was our mantra; everyone in the dealership knew the key bullet points on what made us great. The bullet list was included in EVERYTHING advertising related, from print ads, website, business cards, we even printed rack cards to hand out. The bullet list was also re-enforced verbally over the phone and with the salesmen.

Here are a few things to think about when building your bullet list:

• Do you report to the credit bureaus?
• Do you offer any free warranty?
• Do you have a decent BBB rating?
• Do you offer any service benifits?
• Do you offer liability insurance only?