Another way to build trust with your customers is having a “Meet the Team” page including profiles and pictures. Let your Internet prospects get to know you and your dealership before they come in. When your customers see your dealership as a collection of friendly faces, they will feel comfortable. It’s much easier to trust an individual you know something about than it is to trust a dealership. Regardless of reason, people do not tend to trust car dealers. Don’t be a car dealer, be Joe Smith, whose favorite activities include taking his family ice skating and walking his 4-year-old yellow lab. Now we’re talking trustworthy.
You have an “About Us” section of your Web site for a reason. Include information about your dealership on your Web site. For example, how it started, your dealership’s philosophy and the culture of your company. If you don’t have one, you should. According to J.D. Power & Associates, almost 50 percent of consumers say the Internet influences their choice in sellers (2006 Used Autoshopper.com). Customers should have the option to familiarize themselves with the ins and outs of your dealership.
Inventory should always be accurate and include many pictures. Don’t leave customers guessing about the shape of used cars on your lot. Include comments about the car’s history (past maintenance, bodywork, etc.). The more detail you can add, the better the car’s story. Let customers get to know your cars. This encourages emotional buy-in; you want Internet prospects to connect to both your cars and your dealership.
It’s not your main goal to make customers love you, but if you are trustworthy, honest and dependable, they will.
Vol 5, Issue 1