Things look much different today than 10+ years ago when I entered the golf car industry. Back then, there was one large golf car dealership in town and WHEELZ was one of only two custom golf car builders in Southwest Florida. Today, you can throw a rock in any direction in any town and hit someone who sells, builds, or repairs golf cars. As a result, many businesses have closed their doors. The ones who have thrived have adapted and manage to stand out from the crowd. Here are some of the ways you can secure the future of your golf car business by differentiating yourself to stand out from the crowd.
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Focus on a Niche
The majority of golf car businesses out there today are jacks of all trade, masters of none. Identify your business strength and monopolize on it. Do you have a stellar service team? If so, focus your advertising on that. Are you known for your outrageous custom golf cars? If so, prioritize that angle in your marketing. If you aren’t sure of your niche and need to find one, here are a few ideas:
- Build accessibility golf cars
- Provide custom golf cars for businesses such as hospitals, shopping centers, airports, and schools
- Build street legal golf cars
Whatever you decide, own it. Be the best at that niche and you will have a continuous flow of business.
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Secure Contracts
Rather than hoping that your next big customer walks through the door, guarantee the future of your golf car business by securing contracts. Auto auctions, the local school board, the airport, security companies all contract with golf car businesses for replacement golf cars and maintenance/service.
Contracting to provide ongoing services for businesses that use golf cars is a great way to ensure a steady stream of income for your business, even during slow seasons.
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Develop Your Own Product
Rather than sell the same things as every other golf car business, innovate. Do you have a better way of doing something? Have you thought of a product that would revolutionize the golf car industry? Apply for a patent, design and manufacture the product and control the sale of your product.
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Go Mobile
Many times service customers require some simple maintenance, new battery install, or new wheel/tire installation. Trailering the golf car to the shop is a waste of time and money when on site mobile service can be offered. Golf car owners hate to be without their ride. Bring the service to them and you will beat out the local brick and mortar competition.
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Join Professional Associations
Professional organizations such as the National Golf Cart Association, Golf Car Dealers Association of America and even the Better Business Bureau provide golf car businesses with trust badges, reviews, and insight into the industry. Stand out from your competitors by establishing yourself as an industry leader through well known and upstanding professional associations.
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Support Your Community
When your community sees your business represented throughout the community at events, charity functions, and fundraisers, they won’t mind giving you their money. A recent study found that nearly two thirds of consumers admit to being more likely to purchase from a company that gives to charity. Being the socially responsible golf car business in town pays off.
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Offer Financing
Golf cars are expensive. Golf car repairs and customizations are also expensive. Offering financing through a third party company can open the door to increased sales potential. Being known as a business that is able to finance will certainly differentiate you from your “cash only” counterparts.
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Be Better at Google
The golf car business that ranks the highest in Google is the one who will prevail. Unless you are a digital marketing expert, rely on a company, like K.C.AutoMarine to handle your online health and skyrocket your business to the top of Google search.
Every industry experiences eventual saturation and the cream rises to the top. Apply a few of these eight differentiators to make sure your business is one that rises.
Julie Starr, Owner of WHEELZ Custom Carts & Accessories, was one of the industry’s first online retailers of golf cart parts, when she founded her business in 2008. Julie’s eCommerce store, www.WHEELZLLC.com remains a popular online shopping experience for innovative golf car parts and accessories.
