We need more women in the auto industry!
We hear it said all the time. Well, it’s time to stop wishing. We’re taking things to the next level by showcasing one of the brilliant women car dealers we know and highlighting her success, in hopes of attracting more women to the industry. First, though, let’s look at the facts and amp up the need…
Fortunately, some dealerships are starting to take notice of these numbers and are doing something about them. They’re not just offering positions to women; they’re changing the dealership culture to make those positions more attractive.
Enter Jennifer Moran, Executive Manager of Carter Motors Group. When she opened a new dealership in Ballard, Washington during the height of the recession in 2009, Jennifer never dreamed that Carter Motors Group would go on to become #1 for new car sales in the state in just a few short years. How did she do it? Three words: Why Buy Messaging.
Why Buy Messaging (or WBM for our purposes) is based on a simple but rather revolutionary idea first offered by Simon Sinek - people don’t buy what you do; they buy why you do it.
Applied to the automotive industry, WBM means using your core values to stand out in an industry where everyone is selling the same thing, often the same way, at roughly the same price. It’s about building a successful business not based on finding people who need what you have, but rather finding those who believe what you believe. WBM is a radical departure from traditional price advertising, but it is light years more effective. Check out the results of Carter Motors Group’s winning strategy:
Thanks to Carter’s On the Road to Carbon Neutral campaign, which planted four trees for every car sale to offset the carbon footprint of the vehicle, Carter Motors Group went on to become the #1 dealer group for new car sales in the state of Washington in 2012, across all brands. Their Volkswagen store is in the top ten in the country for market penetration, and the two Subaru stores combined make Carter the second best-selling Subaru dealer in the nation.
Their digital results are equally impressive. A Cobalt website and PowerSEO client, Carter Volkswagen has increased monthly web traffic by 1,000 visitors year over year, and also ranks #1 in paid and organic search for top keywords.
Jennifer’s “why buy” approach works for three reasons:
It resonates with the eco-conscious Seattle community
It aligns with the OEM brand equity while still achieving its own creative twist
It inspires car-shopper loyalty by keeping Carter present throughout the entire shopping journey with powerful multichannel marketing
Jennifer Moran is a true thought leader and a successful business owner. She also happens to be a killer speaker…
Webinar: How Carter Motors Group Used Why Buy Messaging to Become #1
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Hear the rest of Jennifer’s inspiring story and learn a three-step formula for building a winning “why buy” message in your dealership.
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About the Author
Jon Quade is one of the most recognized trainers in the automobile industry, given his 8,000+ hours on camera and years of seminar experience with OEM clients like Ford, General Motors, Nissan, Infiniti, Lexus, BMW and Hyundai. And, because Jon has held nearly every dealership position there is, he is eminently capable of practicing everything he preaches. Jon joined the Cobalt team in 2009, adding to its already impressive staff of professionals. He has been a top-rated speaker at six NADA conventions, he’s a Professional member of the National Speakers Association, and he’s received both Telly and Aegis awards for training broadcast excellence.