Rule #2 – Work on FINDING the Great Attributes of your Vehicles, Even if you don’t see them at first.
Sometimes, a manufacturer will roll out with a car that is just blah. The car won’t have any unique twists that make it unique, nor will it have any bonuses that would really create an incentive to buy it. These cars are difficult to glorify, and even more difficult to sell, but you have to make an effort to find the features that help make it a perfect pick for potential drivers. Otherwise, you are going to be left with a lot of cars on your dealership lots.
Remember, the manufacturers do believe they have a market before they invest millions building your vehicles. Even if the market segment isn’t YOU.
When you have to deal with cars which, for you, seem to blend into the background, you need to follow these guidelines in order to make the cars look like a good option.
If you don’t understand the car segment, then here is the basic solution: List every feature that you can think of, no matter how insignificant it may be. The more features you list, the more appealing the car will appear to be – or the better chance you have of mentioning a feature SOMEONE might be interested in.
However; I suggest before you do this that you find out the segment the car is trying to sell into. Read a couple of magazines which cater to this market. There has to be a few blogs as well. In this research, you will find the phrases which evoke the passion the segment will take note and listen to.
If it’s a car that is simply a year-later version of a popular model, then mention any improvements over the last version. Saying it in an enthusiastic way can help. (Example: The new RGX17 is an improved version of last year’s hit model, and it is a model that we believe will be flying off the dealership lots come September.) Note the inclusion of ‘we believe’. There are no good reasons to state unequivocally something will happen as your comment will come off as slick-salesmanship on one hand, and lying on the other.
If, however; other respectable people have been mentioning this possibility, use their quotes in your blog post.
Don’t just say the car is ‘red’. Try to come up with exotic, flashy, and descriptive names for colors. (Example: This absolutely striking 4 wheeled sedan is painted in a light azure hue.) Notice the color names the brands give the cars? Here are a few of the Ford Colors for example: “Dark Candy Apple Red”, “Dark Ink Blue”, “Kiwi Green”, “Windveil Blue” – I didn’t know there WAS a color associated with Windveil!
Use very action-oriented words when describing how the car drives. Here is a short list of good words and phrases to use: zooming, go-kart handling, high performance, racing, and of course, the ubuquitus powerful engine. If you are not a good writer, then spend a little time reading some of the reviews on the car magazine sites and copy some of their phrases in a small book. Highlight each chapter so that you can easily pull the information back up.
If you use your computer a lot, use Evernote (www.Evernote.com) to keep the information easily accessible across all of your devices and computers.
Always list the positives before the negatives – give any positive notes to your negatives if you honestly have some. This brings to mind the often-used “This beauty has 100,000 miles on it, however; the former owner was a grandmother!” Please understand with CarFax lying is a very, very bad idea.
If you put something on the Internet, don’t believe that you can just pull it back down a couple of hours later and ‘No Big Deal’. Many people could have copied your information and now you could have a PR nightmare on your hands for years to come.
Selling is more than fancy words, or great phrasing. You need to create a relationship of trust with your clients through your blog. This begins with having a foundation of trust between your dealership and potential clients.
Trust, of course, begins with TRUTH.