What Is Your Dealerships Product?

[Jeff Kershner]

Well said Dennis. Much of this is a battle of words and how you define "Product".

I stand firm in the thought that the dealership should approach their dealership as the Product.  - "If your people don't know how they are adding value, then they will not be adding much of it and they will not be fulfilled"

Once you or a customer makes their vehicle purchase and leaves the dealership - what are they thinking about.. the dealership or their new vehicle?

A week later, their driving over to their friends house. What are they showing off.. the dealership or the vehicle?

 

[Ed Brooks]

Jeff, The ONLY thing I was arguing about was the definition of the word "Product". I agree wholeheartedly with Alex's goal. And I agree with the statement, "If your people don't know how they are adding value, then they will not be adding much of it and they will not be fulfilled".

A car dealer is considered to be pretty darn successful if they can hold onto 3 cents of every dollar they bring in. There can be absolutely no doubt that developing a great culture at your dealership will add value for the customer. That "great culture" translates into being your brand. And if that can add 1 penny on the dollar, you've gone from being a average dealer to a highly profitable dealer.

If "evolving" the definition of a word helps you accomplish that, so be it.

 

[tomwhitejr]

My two cents:

I sell Suzuki.  I love Suzuki, but as a brand and product it is pretty low on peoples' shopping lists.  In my market I outsell, in no particular order, Honda, Chevy, Nissan, Mazda, Hyundai, Kia, Dodge, Jeep, etc.  In fact, only two Ford stores and a Toyota store outsell Suzuki of Wichita. 

My customers buy Suzuki of Wichita - NOT Suzuki.  I understand the definition of a product.  Our product is our environment, culture, team, processes, and message.

I think Jeff is correct.  While we are all selling metal, we should be focusing on the things behind the metal.  The things that set us apart from all the other dealerships we compete with.  This is truly our product and the most important thing to focus on...

Just sayin'