How to Tell Your Dealership’s Story

Storytelling Drives Sales

StoryWhy was the Budweiser Clydesdale Puppy Super Bowl commercial so successful? What about the Sarah McLachlan Animal Cruelty video? Everyone likes puppies? Well, yes. But there’s more to the story- neurochemicals, in fact.

When you watch the Budweiser commercial, your body releases a chemical called oxytocin. Often referred to as the “trust hormone”, oxytocin promotes connection and care. Basically, your brain is telling you: “I like those images, therefore I trust their source”.

When you watch the Animal Cruelty video, your body releases a chemical called cortisol. The “distress hormone” causes you to focus your attention to the story. Your brain is saying: “I feel uncomfortable. I should probably do something to resolve this feeling”.

So, how does this relate to your dealership? Stories that are highly engaging and contain key elements can elicit a powerful empathetic response. These responses are often linked to actions supporting your business- inquiries, recommendations, and sales!

Why is this important for you dealership?

StoryStorytelling creates an emotional linkage between you and your customer. This linkage builds trust, which is the most powerful sales asset. The best way to persuade people is by uniting an idea with an emotion.

So, how do you tell your dealership’s story in a way that elicits a powerful response?

Believe it or not, vehicle descriptions are a great opportunity to tell a story. The ability to transform data into engaging stories is powerful practice for both your sales and marketing teams. It is important to remember that storytelling is most powerful when it is relevant to the listener. Ask yourself what problems your product solves. How does your product fit into your customer’s life? Vehicle descriptions should be addressing these questions.

Sometimes the best way to communicate with a customer is to think of your own experiences as a car owner. Remember that time the safety blinker activated when you had your newborn in the backseat? What about that time you took a cross-country road trip with your friends? Or the time the service center came through when your car broke down? These are all hypothetical scenarios, but you and your employees all have unique stories to tell. Challenge your sales team to include these stories in their conversations with customers. Beyond the story, there is power in the tone of their voice; perceived sincerity goes a long way.

StoryYour story can be told both online and in person. Statistics show that visual story telling is highly effective. According to Hootsuite, photos are liked more than 2x more than text updates. Even better, on Facebook, videos are shared 12x more than link and text posts combined. Be sure to carefully manage the performance of your visual, text, and photo content to ensure that your message is consistent and customers are engaged.

It is easy to sideline the stories we are most proud of. We think that others are simply not interested because we are talking about ourselves (or our business), rather than focusing on the listener. Yet, sometimes the story is the only thing that actually speaks to the listener. We live in a world in which people have a lot of choices. The story is often the deciding factor.

How have you used storytelling within your dealership?

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