How an Used Car Retailer Used Consumer Worldviews to Build a Fortune 500 Company

Patrick McFadden • June 6, 2013

It’s no secret that consumers position used car dealerships and salespeople in their minds as crooks, slimy, sleazy, scum, lairs etc. ( I don’t need to go on.)  So, how does a used-car retailer overcome that stigma and become the United States largest used-car retailer and a Fortune 500 company?

You start by building a new type of used car company. One that is centered around consumer worldviews. The company that I’m talking about will show you why every business or organization today is in one business: the customer service business. That what the consumer wants is not a great looking mascot, logo, or tagline but a new and remarkable experience.

Carmax  is this company. They’re the United States largest used-car retailer and a Fortune 500 company. They quickly realized that in order to differentiate themselves from the competition they needed a quick snapshot of the perceptions that exist in the used car market and from that snapshot, they discerned the strengths and weaknesses of their company and competitors as they exist in the minds of their target customers.

What did they come up with? About 15 reasons you should buy from them, but let’s take a look at the three I hear most consumers talk about:

  1. Most consumers feel uncomfortable negotiating . They created a  low, no-haggle price policy. Where they promote you getting a fair price up front without spending hours negotiating for it.
  2. Fixed commissions.   Their sales consultants are paid the same and promotes that fixed commissions put their best interests in line with their customers, so they can focus on helping to find the car that best fits their customer needs.
  3. Buy your car.   They’ll buy your car even if you don’t buy theirs. They offer to buy any car they appraise, regardless of make, mileage, or condition.

How can you learn from this?

  1. Quick Snapshot. You should take a quick snap shot of the perceptions that exist in the market and from that snapshot, discern the strengths and weaknesses of your company and competitors as they exist in the minds of their target customers.
  2. Create New Experiences. From your research start developing new services, polices, products or etc. that line up with the worldview of your target market.
  3. Communication. Communicate those competitive advantages and differences through all communication channels. You want to point out the benefits of using your service or product to your target market.

Question: What makes you stand out from your competition?

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Forget “Perfect Workspaces.” Customers Want Perfect Installation Days — Here’s What Happened When One Furniture Installation Company Got That Right

By Patrick McFadden • March 31, 2025
1. The Challenge: VMI was like many service providers — positioning their value around what they thought clients wanted : “Office furniture installation and assembly — let us handle creating your perfect workspace.” But the actual buyers — facility managers, project managers, furniture reps — weren’t looking for “perfect workspaces.” They were trying to avoid installation nightmares . Their real priority? ✅ Great installation days. ✅ No chaos. ✅ No missed deadlines. ✅ No angry phone calls from clients. 2. The Insight: After conducting stakeholder interviews under our marketing strategy consulting engagement , the Indispensable Marketing team uncovered critical feedback: “We need installers who maintain a professional site and follow instructions.” “We lose relationships when installations go badly.” “I need quotes back quickly or I can’t sell the job.” This wasn’t just about services , it was about trust, problem-solving , and professional reliability . So we reframed their differentiators not by what they did, but how they showed up : Same-day project quotes Problem-solving on-site Update protocol with clients Professionalism guarantee Lasting Impression Insurance 3. The Shift: We shifted the positioning from vague benefits to real-world, emotional triggers : Instead of: “Let us create your perfect workspace.” Now: “Get the perfect installation day, every time.” That subtle shift aligns with who’s actually buying (and who feels the pain when things go wrong). The end-user may care about the workspace. But the buyer cares about the install . 4. The Lesson for Others: If you’re selling a service, don’t describe what you do. Describe what the client wants to avoid or achieve — and who the real buyer is. Then, systematize what you’re already doing well and give it a name. Just like our team did with: “Same Day Quotes” “Lasting Impression Insurance” “Reliable Presence Protocol” 5. The Outcome Within weeks of updating their messaging and positioning: The company reported more qualified leads asking the right questions Furniture reps began referring them because they were “easy to work with and made them look good” They were shortlisted for larger, multi-phase projects due to increased confidence in their process But most importantly, they stopped competing on price — because they weren’t selling perfect workspaces anymore. They were selling peace of mind on installation day.

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