What can you do to make your store stand out?
When you want to make your dealership stand out, there are a lot of ways to do it. For almost as long as car dealers have been around, there have been streamers and banners over the lot, balloons tied to antennae, or the air-powered “tube man” dancer. But they’ve mostly become cliches, and you’re going to have to go beyond them to make an impression.
You may have some restrictions on your store’s appearance, depending on the auto brands you represent, but there are still many ways to entice shoppers to stop and have a second look at what you have to offer.
Making a first impression. What’s in your front-row lineup by the street? This is where to put your hottest sellers, your brightest colours, any special editions. Mix it up with various models, not just all the same, to give customers an idea of what’s available. If you’re putting prices on the windshields, include your website in each graphic. Then, especially if it’s a pre-owned model, feature it on your site so it’s right there when someone comes looking for it.
Make it look good. Landscaping can make or break a building. Keep the grass trimmed, plant bright flowers, and ensure that small repairs are done. If it looks like you take good care of your facility, customers will feel you’ll take good care of them.
Get the community involved. Service clubs and sports teams are often looking for fundraising opportunities. Offer them a corner of your lot on a weekend to set up a barbecue or similar event, and publicize it. People who come by for the event will get a chance to see your store, and those holding the event will remember your generosity. Throw in a couple of prizes for them to raffle off, such as a bucket of car cleaning products or coupons for oil changes.
Host a clinic. Most people now look for their information online, but some things are still best done in person. Contact local first responders or auto member clubs to see if they can host a child seat clinic – especially since studies show that many seats are incorrectly installed, which potentially creates a safety issue. First-aid and CPR clinics could also bring people into your dealership, or a “get to know your vehicle” event that gives people more information on how their cars work and why maintenance is essential – which can lead to service department visits. This can also be an important opportunity if you sell EVs. A number of people think battery-only vehicles don’t need any maintenance, and don’t necessarily understand the importance of regular inspections for brakes, steering, tires and suspension components, especially since they’re not coming in for oil changes.
Speak to people in their languages. If you have multilingual employees, make use of them. Put a sign out front telling customers what languages you can offer. It will always put them at ease if they can communicate fluently, especially when it comes to closing a deal.
Get schools involved. If there’s a trade school or college nearby, there may be interest in students getting a first-hand look at jobs in a dealership, whether in the office or the shop. It might potentially lead to apprenticeships as well, which could be a bonus with the shortages the industry is experiencing.
Engage people on social media. Polish up the lens on your phone and shoot short videos to post online. They don’t have to deal directly with cars; instead, you want an opening to engage viewers so they’ll respond, even if it seems trivial. Shoot some road construction and ask, “What are your tips for getting around when everything’s torn up?” Take a sip of your morning java and ask, “What’s your go-to for coffee?” All the replies could potentially be leads. As well, feature your staff in your videos. Customers who come in tend to be more comfortable if they spot a familiar face, even if they’ve never met in person.
You can also use videos to help people properly shop for a vehicle. Many of them think “comparison shopping” is just checking to see which vehicles are roughly the same size, and then looking at their prices. Instead, if you’re offering a vehicle that has more features than a competitively-priced rival, use the video to show them what extras they’re getting if they buy yours.
Consider a car show. Local auto enthusiasts are always looking for places to display their vehicles. Hosting a car show, or even a weekly cruise night, brings in both the car owners and spectators, who can be invited in to see what’s in the showroom. If there are enough people with older versions of the brand you sell, the show could be specifically for those vehicles. Throw in some small prizes with your card tucked inside, or sponsor a trophy for your “pick” of the show.
Of course, you can still put up streamers or an air dancer, but don’t depend on them entirely. Look beyond them to see what’s going to entice customers to visit your store.