Brian (Pasch) recently published an article over on the blog that included a very simple but yet thought provoking question to the dealer community. Why should or would anyone purchase their next vehicle from your dealership? Brian is asking each of us to take 3 minutes and write down 3 or more reasons. Do it right now; it is not as easy as you might think within a three minute time frame. Grab some help! Call in your service and sales team for a quick huddle. Hand out paper and pens to everyone and ask them to write down five reasons why a consumer should buy a car from them in three minutes. Now that you have your responses, there are a few things that can be scratched off your list. Take a look to see if you provided any “white noise” responses from the list below. Eliminate White Noise The answers listed below are what we call “white noise” and they don’t differentiate your dealership from any of the other local competitors: We take great care of our customers! We offer the best deals! We treat our customers like family! We have the largest inventory! We have the lowest prices! We are not like other car dealers! If you included any of the white noise answers above, cross them out. Without all the white noise, how many real points of differentiation were you and your team able to provide in 3 minutes? Now that you have eliminated the bullshit reason, lets think about some reasons with true substance. Some reason why a customer would REALLY consider your dealership. Once you have these reason why - share them below! We want the DealerRefresh dealer community provide their feedback on the reasons and encourage a larger discussion on this topic. This is a more critical task than you might think. Imagine the power of getting a clear message that was supported in all that you do at the dealership. Let's get started - share your reasons below..