What makes you special? Finding a USP that differentiates your dealership
Abstract: Competing on price alone is a tough way to survive - it requires significant sales volume to turn a profit. In today’s economy, successful dealerships differentiate themselves with a unique selling proposition (USP). A USP is a focused message that promises something unique that others can’t (or don’t) provide. When choosing a USP, you should consider your strengths, your competitors’ weaknesses and, perhaps most important, who your best customers are and what they want.