For most dealerships, attracting customers is the biggest barrier to success. The traditional customer-acquisition process is frustrating for dealers and hard on prospects and consumers.

When you market your dealership using traditional lead-generation and customer-attraction methods, your job becomes a seemingly endless task of chasing down leads, making countless calls, pushing for appointments, and forcing outcomes. Phew! That’s a lot of wasted hustle.

Long story short—you end up burned out, with a reputation for being a product pusher, running a business that is stressful for you and your customers. There is an alternative, though. Here are three basic tweaks you can make to market smarter and start attracting more customer traffic today.

1. What’s Your Reason?

Stop talking about your inventory, and start talking about the specific reasons a customer should choose you over your competitors. Declare to the world, “I am the obvious choice! You’d be crazy to buy a vehicle from anyone else!”

Highlight the powerful benefits that come with purchasing a vehicle at your dealership. What problems can you help your customers solve that your competition can’t or won’t? What unique experience comes along with buying a car from you? What do you have that no one else does? Hint—it’s not customer service or how long you’ve been in business.

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