One of the most powerful ways to promote and communicate the value of your dealership is by getting other people who think your dealership experience is great to say it to others.
This is the whole concept of word-of-mouth advertising. Many people believe word-of-mouth advertising is not controllable, that it just happens when it happens and they’re lucky to get it. Others believe is happens automatically by delivering good service.
Both these statements are untrue but most everyone we talk to believes it. Word-of-mouth is controllable and can be greatly stimulated by a good system.
One way to generate more word-of-mouth is by packaging up your testimonials in the form of print, audio and video and using them in all your communications with prospects, ups and customers.
Put testimonials in your ads and in your consumer guides. Post testimonial videos on Facebook. Add audio testimonials to your website, or use them in your radio commercials and your emails. Use a loop tape of video testimonial in your showroom.
You could also have your salesmen carry around video iPods to play actual testimonials of your past customers to their ups. Or play an audio testimonial CD in the vehicle during the test drive.
No one sells your services better to prospects than your really happy past customers. This is one area sadly underused by most dealers.