When you think of falling in love, what do you think of?
Think about the needed steps for you to fall in love with a person – you may find that the same elements also stand out when you’re talking about falling in love with a brand or business.
That unexplainable excitement that makes you want something – does your significant other do that for you? That’s the same kind of desire you want to drive for your dealership’s culture as well as your inventory.
Fulfilling a need – that’s something you’d look for in a loving relationship too. Does your brand appeal to rational or emotional needs? Or – even better, both?
Common values are another aspect that needs to be in place for a healthy love to grow. The values your business shares with your customers create loyalty, turning one-time buyers into customers for life.
Which of these three requirements does your business best fill for your customers? Is it the excitement surrounding your brand, the functional and/or emotional need you can meet, or the principles you stand for? Identify that strength and capitalize on it.
The next step involves knowing who your target customer is. We’ve discussed creating a social profile for your ideal customer multiple times on this blog, but it stands to be mentioned again. You’ll experience the most success with your marketing efforts when your brand is aligned with your target customer or your “perfect prospect.†Create an unbreakable bond between your brand and that person by getting on their level and connecting with them.
You know WHY potential customers should fall in love with your brand – determine what kind of engagement needs to take place in order for that to happen. Do they need pictures of your shiny new units sent to their email inbox? An article about the importance of regular equipment inspections shared on social media? A reminder of your company’s mission statement on the homepage of your website?
According to Harvard Business School research, 95% of purchasing decisions take place in the subconscious mind. Consumers build emotional attachments to brands over time and are way more likely to purchase from one brand over another because of that. Your goal is to connect with customers on a level that eliminates your competitors in their minds. Why would they go to the dealership down the road if they are able to buy from you?