Auto Dealer Monthly Magazine is the daily operations publication serving the retail automotive industry. This automotive publication serves dealer principals, officers and general managers with the latest best practices.
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the current marketplace, dealers can properly position each vehicle to get more looks, more test drives and more ofers. In addition, you need to build fexibility, real-time monitoring and agile updates into the process. You also must be sure that the positioning attached to each vehicle is relevant, correctly focused, and refective of the immediate market. Te right combination and favor of narrative, high-value options and unique vehicle diferentiators is a combination that will set any vehicle apart instantly. ment to and from soccer practice. She needs ample seating, cargo space and in-vehicle entertainment. Te narrative instantly becomes more relevant to this online shopper by leveraging storytelling and the art of instant imagination into the vehicle descriptive. Te angle of the narrative instantly transforms to help you hit your target. Get started today! Develop vehicle narratives with the quick fve-step process outlined in this article to better engage and drive results with your dealership. I am eager to see how you put this plan into action, so feel free to send me your best vehicle narratives. 4. ADD A SPLASH OF CONSUMER CONFIDENCE In today's market, gaining consumer confdence is a critical step in the selling process. Savvy dealers are constantly looking for ways to drive consumer confdence for the dealership, for the personnel and for each piece of inventory. Te best way to drive confdence among customers is to include third-party validation and consumer perspective. Examples include vehicle history and scoring reports, reviews and accolades, customer reviews and crash-test ratings. Showcasing such elements within your descriptions creates a valid story that drives confdence for specifc vehicles and, more importantly, for your dealership. In fact, a 2012 study by Local Consumer Reviews Survey found that 72 percent of consumers trust online reviews as much as personal recommendations. Splashing a vehicle narrative with just the right level of consumer confdence and perspective will ensure the necessary combination needed to inform, educate and validate a specifc vehicle. 5. GARNISH WITH THE PERFECT PROFILE One last way to implement the storytelling approach is to tailor the content to target and engage the most likely buyer. Your tools are narrative, expression and connection of data elements. Consider a family car such as a minivan. Tailor the description to highlight high-value options such as the DVD system, stow-and-go storage or factory cargo rack. Infuse the narrative with powerful persona-based angles to focus on the most ideal buyer. Imagine the most likely buyer is a busy mom who hauls kids and equipSEP TEMBER 2013 • AUTODE ALE R MONTHLY.COM 29