Dealers punch Stop

Look-alike buildings is bad for the dealer profits.

I do not understand. Apparently because some manufacturers continue to require air a "uniform" in their buildings for private concession. This is understood to mean, outside of uniform building, including color, design and "look". A uniform internal ', color, design and layout "look". Several interpretations of "uniform" in my dictionary of synonyms, are immutable, like another invariable in the design, doing the same things.

Many potential car buyers would say that this translates as boring, irrelevant, passive, bland and ordinary. I heard that factory authorized dealerships phenomena described as "sweeping."

As part of my research for my professional development workshops, I interview people who buy new vehicles and ask questions about their buying experiences. Folks, it blows me away how many times can one say they do not remember the name of the dealerships they visited the purchasing process. The buyers can not distinguish one from another when they do their shopping brand vehicle. Nothing to distinguish one from another dealer. Is not this pathetic?

Manufacturer Logo mark on buildings is critical
Do not get me wrong, branding Dealers indeed good and it is very important for manufacturers, dealers and buyers. It is fundamental to effective marketing of the display manufacturer's mark should be very important and very visible to properly identify the vehicles being sold from the concession facilities. Great care needs to be taken to ensure the brand that signs are easy to identify and recognize and discover the buyer's vehicle. No argument. Period.

The dealers need to be distinctive. The uniqueness is necessary
What is meaningless concession buildings is sweeping demanding "and seats! , There are no statistics, validated by actual studies which explicitly state that the vehicle sales increase, profits or improve market share is improving with the double dealer.
There is no evidence, by the manufacturer or sales experience of their retail distributors, the building plans very similar color exterior and interior floor tiles, similar colors and showroom furniture actually produce the vehicle sales and profits. There is no such evidence. I think it is a myth propagated by the manufacturer. Where is it? The last 20 years of recent history in May supporting the reality that there are negative effects and consequences of this strategy double.

The dealer should have more flexibility in the construction and interior decoration?
Absolutely! They innovate. It will be good business for both dealers and manufacturers. Of course, the guidelines of the factory on the image business is essential and wise to encourage flexibility to each dealership to stand out in their market is necessary for successful sales in this rapidly changing world Internet. Each dealer must be original and more personal, more authentic to the dealership to attract business.
Each dealer out of place in the local market is a mark for themselves whether the manufacturer or recognized. It must be strengthened not diminished to increase sales by concession.

There is no compelling reason to refuse the franchised dealers can put the power of single brand to work immediately. Each dealer is independently owned and operated. They put their money, much money on the line of the land and building. Branding is all about separating from one to another distributor in their own dealership franchises and their competitor.

On the other hand, the reality, of course, is that include vehicle quality and value differentiation is the manufacturer's brand in the minds of the public to purchase. This is a key decision maker. This area is the manufacturer of 'cookie-cutter "buildings will not make up the shortfall. But provided a footing on the ground, then one label in each community made a difference in decision-making people.

Watch the NHL. They do not practice the marketing punch. The NHL is the franchisor (aka the manufacturer) and the NHL is marketing their products and logo in North America and the world. But each team is individually owned and managed and marketed as a single brand. Each team has different facilities, the unique team logos and colors of uniforms unique that separates them from all other franchises in NHL 30. The same situation exists for the CFL, NFL, and Soccer. People should not confuse the blue and white Maple Leafs with red, white and black Senators or blue and red Habs. The same product, hockey, only it is sold by the creative team brands, images and appearance for each franchisee. The rules are the same for each team to avoid cannibalizing the product or corporate brand. We have just experienced the successful defense system franchise by the NHL against the efforts of Balsillie.
He worked for the establishment of the team (brand) loyalty and healthy competition in each market.

McDonald's is another blockbuster franchise that does not practice the buildings are alike. He discovered the power of the brand logos with success in the minds of consumers with their famous "M Arches' in yellow and red. These arcs are familiar M dominate the corporate advertising and signage for each franchise location is differentiated by the building design, interior layouts and colors. No, contrary to manufacturer popular misconception, McDonald's is not the practice of building cookie cutter, facilities or colors. Check it out folks. My wife did. She raised two children and now our two grandchildren made her an expert on McDonald's. This strategy has helped to establish highly profitable long term customer loyalty and competitive advantage over many companies in the sector of fast food.

Bottom-line
The dealer is the entrepreneur and corporate executives are not. Both offer value to society and both bring unique assets, whether the right to use them. Common sense and good business practices would dictate that the automaker executives should stop the cookie cutter mentality. They should encourage their dealers to individual practice setting up their personal brand in their local market.

To print your files. Send it to key people.

Dave Kemp is president of Professional Development and Automotivator Track Star International, a monitoring system. He is an expert in the automotive industry with decades of automotive dealers more profitable and training to get success in Canada. It has been a success Marchand, general manager, sales manager and sales consultant. He shares sales strategies with thousands of members of the sales team in North America. www.Automotivator.com
Track Star Turning Your Walk-outs into customers and the confidentiality of your customers for life!
Get the Facts - Discover the Star Track system www.Trackstar.ca Click and check out this short video.
Track Star - Turning Your Walk-outs into customers and the confidentiality of your customers for life!
Definitely the best Hot Prospect and Client Retention system in North America.
1-800-668-0362
Dave@Trackstar.ca WWW.Trackstar ca ..
Track Star is easy to install, simple to use, and the best tracking system available in the automotive field. Many others have committed there, make your sales staff ... and still do not work. Star Track "is designed by successful because people, because for people who succeed. 1-800-668-0362