Who are you? Do your customers know? Do they really feel like they have a sense for who you are?

Does it really matter? It sure does.

Too many companies are just companies with no personality and no face. These are take them or leave them companies that have no real affinity with anyone.

This is especially true for dealerships.

Think about it—every dealership offers the same service. So when you’re just one dealership in a sea of other dealerships that all do the same thing, potential shoppers aren’t able to distinguish why they should choose you over any other dealership.

This is why it’s so important to create a personality for your dealership that people can clearly distinguish and identify with.

Developing this personality will help you stand out and attract more customers.


Because nothing is more powerful to the consumer than a strong character-like personality that is not only familiar but also relatable.

This personality approach to marketing works for two main reasons.

1. People Will Always Choose To Do Business With Friends Or Family First.

Car buying is an emotional process. For a lot of people, buying a car is one of the biggest purchases they’ll ever make. So people want to work with someone they know and already trust.

This not only helps you attract more customers but will also help you close more customers at your dealership in general. Because when customers feel more comfortable before visiting the dealership, they’ll have a more trusting and open perspective overall, which will make them closing easier.

2. People Are Bored.

How many days have you gotten out of bed and experienced a day that’s almost a carbon copy of the previous one? It’s the Groundhog Day effect. That may or may not be true for you as an entrepreneur, but for regular folks, it’s a common occurrence.

For most working Americans the days tend to run together.

The point is, people are looking for excitement and entertainment and most people don’t know where to find it or how to create it on their own.

Personality in marketing helps you create that excitement and allows people to become a player in your reality. It’s entertainment. It’s voyeurism, and it’s the reason why reality TV is so popular and has endured for so long.

So what does this all mean?

Basically, if you can frame yourself and your dealership as entertaining, as well as a trusted friend, you’ll become an unstoppable force in your market.

Suddenly you won’t be like all those other dealerships. You’ll become someone the customer can relate to and want to work with.

Here are some quick and easy ways to start building your dealership’s personality:

  1. Wear an iconic costume in all your advertisements.
  2. Use an iconic catchphrase that’ll get stuck in people’s heads in.
  3. Participate in community outreach—whatever you’re passionate about. It’s a bonus if you wear your crazy costume and use your iconic catchphrase at outreach events.

That list was just the tip of the iceberg. If you want more information about how you can get your customers’ attention, you need to download our free eBook Are They Listening? A Big Idea To Motivate A Lot More Customers Into Your Store Click here to get your copy.