Sunday, April 19, 2009

Unique Selling Proposition


Here is a question that is asked everyday by consumers visiting dealerships all across the county: "Why should I buy from XYZ Motors?"


Here is the typical answer that is given:


We have Great people...

We are conveniently located...
We are the number one dealership in this area...

We have better prices than everyone else...

Our Award winning Service department is state-of-the-art...
Nobody takes better care of customers after the sale...

We have the best selection of vehicles...

Now, if that same customer goes to a dealership down the road, how do you think their salesperson or manager will answer the same question....


From my experience it will be this....

We have Great people...

We are conveniently located...

We are the number one dealership in this area...

We have better prices than everyone else...
Our Award winning Service department is state-of-the-art...

Nobody takes better care of customers after the sale...

We have the best selection of vehicles...


With the similarity in product, reduced margins and strong competition it has become more important than ever to have a unique selling proposition. Some product or service offered to your customers that sets you apart from your competition.


When creating a unique selling proposition and deciding on what product or service to offer, there are a few things you want to consider.


Does it have a high perceived value?

Does it differentiate you from your competition?

Can you use it a branding element for your store?

and can it be incorporated into your selling process?


The Team at Titan Dealer Group are experts in creating and implementing unique selling propositions for dealerships nationwide. In fact, our dealers are consistently gaining market share and are breaking volume and profit records, even in today's tough automotive marketplace.


Titan's Exclusive Lifetime Warranty sets you apart from your competition. It creates a brand image for your store, and from our research the customer's perceived value is over $500.00.


The real power of introducing Lifetime Warranty is in the training, implementation and marketing. When Titan Dealer Group comes in for a Lifetime Warranty kickoff we engage every department by incorporating Lifetime Warranty in both the sales process and service processes at all customer touch points.

Our team of training professionals will deliver powerful techniques and technology developed over years of experience. We also will provide unique marketing materials that will brand your store as the "Exclusive Lifetime Warranty Dealer" in your area. If fact, when we do business with you we give you market exclusivity, meaning that we will not do business with any of your direct competition.


By integrating the Lifetime Warranty process in to your sales process we ensure that the the Lifetime Warranty will have traction during the presentation and negotiations in your store. We will give your salespeople and managers specific techniques that will build value and save gross when negotiating. By implementing the Lifetime sales process we will increase your write-ups, allow your salespeople to stay in negotiations longer and increase be-back traffic.


Although we are a full-service F&I product provider, by implementing Lifetime into your store you will not have to change the relationship with your current provider. Lifetime supports the sales of VSC, Pre-Paid Maintenance and other products. In fact, our dealers see an increase in Finance PVR and products per contract sold, plus they see an increase in both customer retention and customer pay repair orders. Your customers will want to protect the Lifetime Warranty they received from you on their new vehicle.


The only thing the customer must do to keep the Lifetime Warranty in force is complete the factory recommended service, just like the manufactures warranty.


Lifetime Warranty covers exactly the same thing as the manufactures Power Train warranty. So, there is no learning curve for your people to explain what it covers.


Lifetime Warranty is a true warranty, it is good at any licensed repair shop in the country and it is Magnason-Moss complaint. Unlike many other loyalty programs available.


Lifetime is available on many Asian imports including Toyota, Nissan, Honda, Subaru, Hyundai, Mazda and many others.

It is also available on select used cars, Asian imports up to 5 model years old with 50,000 miles and less and is usually a third of the cost of C.P.O. programs. We also have programs for Domestic Brands.


If your looking for something that will increase volume, gross, customer satisfaction, customer loyalty, F&I PVR and Service profits. Look no further than Titan Dealer Group and Lifetime Warranty, contact me today to see just how much Titan can help your business.







David Farmer
dfarmer@titandealer.com
c: 727.514.2097 |f: 813.254.2308 |LinkedIn |TitanDealer.com |1902 W. Kennedy Blvd. - Tampa, Fl 33606













And don't take my word for it, contact one of our dealers.

John Marazzi Nissan, John Marazzi 239-292-4061
“Michael Martin and his team delivered when it counted the most. When I ran Ft Myers Toyota, their products coupled with training and support helped me add over a million dollars to the bottom line. When I bought my Nissan store they were the first people I called. I strongly suggest you talk to them.”

Greensburg Toyota, Dan Owens 724-309-5846
“Titan’s team has had a positive impact on every department in our dealership. The finance department is menu compliant and up $250,000.00 year over year through September 2008.”

Taylor Toyota, Louie Herron 678-409-2985
“Titan’s training and support is first class. When they are in my dealership, their professionalism and coaching has helped us in a challenged market.”

,Kenny Thomas Olathe Toyota, Kenny Thomas 913-780-9919
“Don’s team is the best I have ever had call on my store. Our first month on Lifetime Warranty set a 15 year sales record for us. No doubt in my mind Lifetime Warranty is the real deal. The training and support has definitely helped us sell more cars and increase gross”

Greensburg Toyota Hyundai, Dan Owens Owner 724-309-5846
“Lifetime Warranty has had a positive impact on every department in our dealership. Our second month on the program we set a record for the city of Pittsburgh with the most Toyota’s ever sold and we are 60 miles outside the city.”












1 comment:

  1. Hey ,,
    Nice post.i got usefull information for your blog,keep up the good work.but Pre Paid Maintenance Program sOur mission is to reduce the cost of operations for dealerships and increase their productivity with tools that give customer satisfaction a new meaning...

    ReplyDelete