“If there is one thing I have learned, it’s that there is a lot more to how you say something than what you say.”We’ve all had a friend tell us about a new restaurant experience. To illustrate the power of “how you say something”, here are two ways this experience could be delivered:
(1) “It was nice, I ordered a burger and fries; I enjoyed my meal and it was not that expensive”
(2) “Yes, I went to this new burger joint, had this amazing burger topped with guacamole, crispy bacon, melted cheese, and a sauce that was out of this world. The fries were so delicious, crispy and salty, and the best part, it cost me less than $10”
Which experience sounded more appetizing?
The concept of value can be viewed the same way. Value can mean many things to many different people, but one preeminent way of looking at value is, “why should I choose you?” People have many choices for their hard-earned money while also possessing more knowledge and market savvy than ever.
To be sure, there are many things you currently are using to encourage a customer to buy from you. There is good customer service, the quality of merchandise, your businesses reputation, providing a great deal, an extended warranty, even a special return policy.
One thing that can possibly set you apart is adding an “unexpected value”, one that seizes the attention of your customer and provides an “emotional reward”. A perfect example of a company that has successfully launched a marketing strategy like this is Coca-Cola. If you have been watching Coke commercials recently, you’ll have noticed they are not selling the “features” of Coke, i.e., taste, or ingredients; but the experience. Here is a recent Google search on Coke:
Therefore, good memories and feelings are a great “unexpected value”. In this instance, there is an “emotional reward” to buying and drinking a can of Coke. In addition to good salesmanship and good marketing, elements such as this can be the difference between having a new customer or just another prospect. This is true for Coca-Cola and this is also true for almost any business, including the used car business.
- Leather seats
- A sunroof
- Power windows
- Power door locks
Another strategy to consider, is utilizing what Coke did, adding that “unexpected value”. In this instance, that “unexpected value” may be music; and more than just standard radio (which is limited), but the ability to choose from hundreds of music channels in order to find that “perfect” song.
- New cars become used cars
- Used cars become pre-owned cars
- Pre-owned cars go on sale
- Their satellite radio is inactive
- SiriusXM was live during the walk around and test drive
- The customer purchases the car
- The customer leaves your car lot
- Turns on their satellite radio
- Enjoys loads of channel choices
- And finds that “perfect” song for this occasion during their drive home