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Business Management

What Makes Your Dealership Unique?

Is your business family-owned? Do you have some sort of specialty or "niche" market you cater to? What about a calendar jam-packed with events for customers? Play up your uniqueness to set you apart from the competition.

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By Heather Blessington
Published:

how’s that for ROI?

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Road Track and Trail: The tagline accompanying this dealership’s name is central to their marketing strategy since it states their unique value proposition plain and simple: The World’s Largest Pre-Owned Powersports Dealership. Road Track and Trail is located in a small town outside of Milwaukee, Wis., but this doesn’t deter Chicagoans from taking a drive up to check out their inventory — precisely because the tagline promises that the trip will be worth their while.

I hope these examples have provided you with some new ideas to ponder for your dealership’s marketing strategy. Keep yourself focused on what makes your dealership unique and you are sure to achieve success.

Award-winning blogger and CEO of Duo Web Solutions, Heather Blessington is a nationally-renowned speaker on social media marketing and a digital marketing veteran. Her company provides MPN monthly columns focused on best practices in Web marketing for powersports dealers.

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Elevating Your Sales Game Through Parts Packaging

Breaking down the art and science of a well-designed, customer-focused, profit-friendly parts package.

Maggie Stevens
By Maggie Stevens
Maggie Stevens brings 10-plus years of powersports experience to the table. She is celebrated as a 2023 Spark Award winner and is always up for strategic thinking and problem-solving. Maggie is parts manager for ARS Powersports in Okeechobee, Florida.
Published:

Good parts managers are a rare breed. We are among the few who enjoy flipping through paper catalogs and covering them with notes. We love seeing how other companies merchandise shelves. We are always absorbing different sales techniques and wondering if we could use them too.

In that vein, when it comes to continuing to boost our numbers post-COVID, I have a few strategies for you to try. It might sound odd, but not everyone can remember that most winches need a winch mount. Or that certain winches require a hidden harness stored at the bottom of a book (hello, Can-Am). Or that Honda has split its winch harness between the winch and the mount. If you don't want service techs to hate you, you need to order both part numbers or else face their wrath.

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