Value Statements are Based on Buyers Wants

Let’s get right down to it, what do buyers want?

  • Don’t waste my time
  • Don’t disrespect me
  • Treat me like I have $1,000,000 to burn
  • Give me the answers, don’t beat around the bush
  • Give me a fair deal, don’t try and rip me off
  • Don’t make this hard on me
  • Make sure this is comfortable for both me and my wife/husband/son/daughter etc…
  • Give me something others will be jealous of/make me look good/important/cool/fun etc…
  • Does this vehicle fit my needs/wants/expectations?
  • SPACED
  • Can I trust you?
  • Save me money on gas/repairs/insurance etc…

They don’t all matter to every customer. It’s your job to present the proper features to the customer that will best connect with them and their situation.

Some of the things that have been raised as valuable reasons to do business with the Capital Auto Mall have been things like:

  • Aggressive Pricing, almost one price
  • Certified Pre-Owned program on GM used
  • Owner Advantage loyalty program at Ford
  • Full service facility
  • Extended hours Mon-Thurs til 9PM
  • We’ll care for you long after you’ve purchased
  • Humoungous selection
  • Our e-team is fantastic and makes it so easy to do business here
  • VIP Internet Appointments
  • …Billions more

Your value statements really need to include what that represents.  Value is not the feature, it’s the experience of using that feature. It may feel a bit awkward at first to explain why aggressive pricing is beneficial but make sure you take the time to spell it out. Connect it with the customers wants above.

What is the “feature”
+ Why is it an advantage/valuable
+ Why is that beneficial to me?
= Value Statements

You need all components to make a proper value statement, then you need to properly connect it to that individuals want, like respect my time:

Feature We have extended hours Mon-Thurs until 9pm
Advantage which our customers tell us they love because most other stores they’ve shopped at close at 6pm.
Benefit It allows you to shop at your convenience during the week, whenever works best for you. We eliminate the hassle of having to step away from work or coming to the store during your very busy weekend, if you don’t want to.

Are there any other wants car buyers have that you can point out and add to the list? Leave them in the comments if there are. 

PS: Get sensory with your descriptions. For example, you should not say, “Clients want good customer service.” That’s vague. A better answer is “Our guests have their technical questions answered the first time they call, without being put on hold or having to leave a message.” That’s easier to visualize, isn’t it? It stirs more emotion, which is what we want to do to get people to move in our direction. CAFFEINE baby! It’s for closers.

Value Building and Value Statement Template

A wise man once told me that the difference between a 12 car guy and a 20 car guy isn’t skill, it isn’t product knowledge, it isn’t closing ability – put them in the same situation and they’ll have very similar abilities. Where the 20 car a month guy separates himself, and where a 20% […]

Continue reading...

Sensitivity to Awesomeness

I recently ran into the Facebook post and it hit me like a truck. Post by Avinash Kaushik. What a wonderful man. Being able to smell the roses when you’ve lived in the rose bushes for years is remarkable. What an outstanding reminder. Check yourself, before you wreck yourself. There is so much to be […]

Continue reading...

5 Ways to Work With What You Have

Shiny objects - marketing tools

Faster, harder, stronger, more, less, higher, bigger etc… we all want more for fear of, well, tons of different reasons. This is an age of extremes and instant gratification. Near unlimited amounts of knowledge to be found within just seconds. New tech, new this, upgraded that – you need to be at the top at […]

Continue reading...

Zig Ziglar Quotes

zig_ziglar_quotes

Zig Ziglar is a legend and the day he passed I watched youtube and read about him for a few hours. It’s funny the impact leaving can have. That evening I dumped all these quotes into a post and have finally finished this compilation. It’s a whole bunch of Zig Ziglar quotes, did I miss […]

Continue reading...

12 Video Thought Starters To Increase Profits

video strategy in regina sk

This is the frame of a whitepaper I’m generating for the automotive industry. If you have opinions, thoughts or examples for crying out loud leave them in the comments. I love giving credit so any additions will be met with full props, kudos and mentions in the final whitepaper. This is about 75% complete and […]

Continue reading...

Google Panel – Video Discussion

Here’s a quick resource to some of the things I mentioned. Here’s our video we weren’t aloud to show at the conference:

Continue reading...

My Very First Podcast Guest Appearance

brownsLogo

EPISODE 2 – Marketing Revolution Podcast – CLICK ME It was a privilege to be invited by Jeph Maystruck to tape a discussion about digital marketing, social, mobile and some other marketing hot topics. As the guest on the second ever Marketing Revolution podcast, I could have used a “chill pill” in a few places, […]

Continue reading...

3 Masks of Irrationality

be-rational-get-real

When making a big decision, you never have a shortage of emotions. We often become irrational dealing with strong emotion, and when it’s crunch time we make dumb moves . It leads me to ask, are people generally wired the same? If they are, isn’t it just a big equation to make your decisions 100% […]

Continue reading...

2012 Reading Challenge And My 3 Resolutions

smile

This year I’ve made the resolution to read a book a week. I’m ramping it up from a vigorous pace, to a pace I’m not confident I can pull off. I figure if I can read for 45 minutes daily, and make up for the days I don’t in the evenings it shouldn’t be a […]

Continue reading...