Comment

Comment by Rob Fontano on March 10, 2012 at 11:16am

@Pat, Thanks! One thing that I focused on when training sales people was to "Tell the story!" Feature - Benefit does not only apply to an automobile, it applies to the store as a whole.

Comment by Pat Kirley on March 10, 2012 at 4:05am

Hi Rob,
Agreed totally we don't sell our advantages/usp because as you say they are tired and we have all got lost in the race to the bottom. I have started telling my customer I can't match the lowest price and it's in their interest I won't cut corners on reconditioning,I won't retail the high mileage car. My deal is a top car at a fair price and it is working but you must push the point you are selling quality and service.
Great points keep up the good work. Pat

Comment by Rob Fontano on March 9, 2012 at 2:09pm

You are spot on Tim!

Comment by Tim Scoutelas on March 9, 2012 at 1:53pm

Great point Rob.  USP's answer the questions customers have when they are looking for a a reason to do business with you. Why this dealer? What is my risk? Just because you have been in business for 30+years and do this everyday, does not mean everyone else knows what makes you unique.