Does Your Dealership Hide Behind The Curtain?

by Tim James

Virtually every dealership today uses their website, social media channels, and email to be a part of their “voice” when it comes to communicating with their customers and begin building a “trust” relationship long before the shopper ever visits their store.

The ultimate goal of each of these communications is to drive the consumer to your lot. Your team is very good at building that “trust” relationship with each shopper once they do actually visit your dealership. The question is, are you putting your best face forward on the web?

The faces behind the voices

To really accelerate the “trust relationship,” consider putting short videos of each of your employees on your website. Vehicle shoppers are now used to using electronic devices and many prefer a more visual approach to research. They like to use videos to help better educate them on their options. This is a great opportunity to highlight employee knowledge and expertise and to personalize your store for the customer. It is human nature to want to do business with someone that you feel a personal connection with. We all know that people buy from people they like. Well, people will choose your store to visit for a test drive over your competitor’s if they feel that personal connection, too. In fact, you will find that many shoppers may visit your store just because they feel a personal connection with a member of your sales team, even while they are still undecided on a vehicle. At the very least, consider including names, photos, contact information, and perhaps even short text bios, as this can help build customer trust. This practice can even assist a customer to reconnect with a specific person they dealt with on their previous visit and liked.

Personal video e-mail bios are also an excellent way to connect with your customers, the response rate can double as consumers like to receive personal contact from a “real” person. “Thank you” and “Welcome” videos from the dealer or general manager integrated into auto-responders for incoming leads can also further personalize your store. This simple action can elevate you over your competitor’s uninspiring automated responses. In addition to the personal video e-mail bios and visible employee information on the website, consider including a thumbnail photo, or at the very least, a specific person’s name, and title plus their contact information on all emails.

Building rapport with the consumer and developing trust usually pays off in dividends with in an increase of customers into your dealership, as well as higher loyalty and retention from existing customers. The customer’s ride may begin online, by phone or through email, but if you are to help them on their journey, your dealership and your staff need to be visible and available so that there is no mystery about who or what is behind the curtain.

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