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Tell your customer’s story, not yours

BY LAUREN LABUNSKY

The world of marketing today is highly driven by content. “Telling a story” is often the advice given when it comes to social media channels, blog posts, e-newsletters, and even digital advertising campaigns on platforms like Google Adwords. Storytelling is certainly a crucial element of successful content marketing. People have access to so much content online, and if you aren’t telling a story that is appealing to your customers then you are sure to lose their attention.

One big mistake that we see retailers making, however, is telling their story rather than the customer’s. A customer doesn’t want to hear a list of all the reasons why your dealership is the best or an argument about why they should buy from you. They want to hear why your powersports vehicles, parts and accessories, and/or service department is going to fulfill their wants and needs. The story that you tell should be catered to the customer’s lifestyle, not the success of your business.

If you aren’t sure how to tell this kind of story, start by figuring out what benefits and solutions you offer to your customers. Focus on the elements that directly affect them. For example, instead of convincing your prospects that you have the best service department in town, tell them that your dealership understands the frustration that comes with a maintenance requirement on a bike. That’s why your highly trained service technicians are dedicated to speedy service without the lack of quality. Or, instead of listing off all the reasons why your bikes are better than the ones at your competing dealership across town, explain to customers that your dealership team is passionate about riding and puts careful thought into the selection of bike inventory at your store. The customer is looking for a high-quality bike that rides well, looks great, and gives them the best possible experience – and those are the only kinds of bikes you sell.

When you make an effort to tell your customer’s story instead of your own, it shows your customers that you truly value and care about them. You’ve taken the time to focus on their wants and needs, and fulfilling those is more important to your dealership than looking out for your bottom line. When a prospective customer feels confident that you are putting them first, they are significantly more likely to buy from you – and tell their friends to do the same!

In the process of creating content, it’s easy to focus on what’s great about your business. However, to earn and keep loyal customers, you need to change the narrative. Focusing your storytelling efforts on solving your customer’s problems and fulfilling their needs will take you much farther in your marketing efforts. You will soon realize that telling the customer’s story feels more natural, puts your business in a more positive light and brings you much better results.

Lauren Labunsky is the public relations manager at Dealer Spike, a leading web services provider for powersports dealerships. The award-winning digital advertising company is focused on helping dealers increase sales through powerful, distinctive website design and a full suite of online marketing tools to drive results. Dealer Spike’s expertise comes from real-world dealership experience and a team of professionals who also ride. When you work with Dealer Spike, you’re working with digital marketing experts who have a passion for your industry.

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