Your brand is a battleground. It doesn’t matter which type of vehicles you sell, consumers will see one thing: Your dealership. The identity you bring to the table will resonate with shoppers through the entire funnel. As a result, it doesn’t matter what stage of the cycle they are in, they will remember the face of your brand. So how do you successfully navigate this? To answer that question, you need to focus on the customer experience. And to do that, you need advanced solutions that go to work for your dealership.
Start by examining the way you acquire inventory. Whether you go through a digital marketplace, rely on customer trade-ins, or have built an extensive vehicle buying center, how you bring in new vehicles is critical to building your brand. You want to be known for the quality of the inventory you have. For this to really ring true, you need to make sure you have the core cars that customers are shopping for. If you don’t, you are missing out on sales while tarnishing your brand’s reputation. Rely on a mixture of data and next-generation buying tools to help you secure inventory that is core to your brand. You’ll cast a wider net while providing enhanced buying experiences for consumers. It’s a win-win.
After you have the vehicles, it’s time to merchandise them. But putting them out there is a direct reflection of your brand, so tread carefully in how you market and advertise. Consumers will be searching for information pertaining to their dream vehicle. In the middle of this search, they will interact with your dealership and your brand. Take care to make sure all of your digital touchpoints are punched up and your ads are written with detail that reflects your brand’s integrity as well as your inventory’s specifics. This will make the difference between an interested buyer and someone who heads to the competition.
Next, you’ll want to make sure that your personal brand is built up strong in conjunction with how you manage your inventory. From analyzing millions of VINs daily to including OEM window stickers, your brand needs an inventory management system tool that has the best data possible. On top of that, when you have a robust desktop and mobile solution, your customers will see the power of what your brand has to offer through your team having end-to-end visibility of the entire pre-owned operations process. For inventory management, data makes the difference.
Finally, you’ll need to bring sales enablement to your staff. These team members are the face of your brand. Empower them to be product experts on any vehicle you have on your lot. When you acquire your core inventory, it’s critical that your sales team can speak directly to the packages and benefits of each one. Customers will have a lot of questions. And even more, they will be ready with a robust knowledge base about what they want and what you have. Don’t slink in the shadows. Have your team prepared to represent your brand.
All in all, your brand’s reputation is continually on the line. That’s why it’s so important for you to build your position on a strong foundation. Everything from how you acquire to how you merchandise needs to be buttoned up and thought out. Don’t neglect the customer experience and always focus on your staff. These are critical components to your success. As you build your brand, be certain that you take the steps necessary to develop processes that are geared towards empowering your team and elevating the shopping journey.
At the end of the day, your brand is worth its weight in gold. Don’t ignore the importance of your social media presence, marketing efforts, and inventory stock. Merchandise and manage your lot with precision and thoughtful attention to detail. Building your brand starts by examining what you have and diving into where you want to go. MAX Digital has the capabilities to help you identify your core inventory, discover new ways to approach consumers, and empower your team to be brand ambassadors. As the industry continues to evolve, now is the time to build your brand and work to protect it down the road. MAX Digital is here to help you discover how to accomplish your goals. Schedule a consultation today to find out how.