How Automotive Dealership Initiate Trust Building
For a couple of years, the automotive industry has always been a battle of trust and reputation. The connection between the dealership and the customers has only worsened. Car shoppers will often think that these dealers will be out to scam them or upsell them with features that they don’t necessarily need. Most of these shoppers will still believe they are in the wrong position when they need to visit an automotive dealership near me. Therefore, it is not surprising why most of them will try to delay this. Understanding the trust-building process can encourage your potential clients to choose you.
Automotive Dealership Strategy to Boost Your Authority
Understand that customers will search for their preferred automotive group online for at least 8 hours. In this industry, expect that you will have shoppers who will be very skeptical and critical. Around 99% of the shoppers in the car market expect that things will not go smoothly; therefore, it is common for them to put their guards up when talking to you. Nonetheless, most of these shoppers also recognize that the staff of the automotive dealership highly matters in completing the transaction process. A considerable percentage of them acknowledge that they need the team’s help to complete the deal. Having said that, here are some ways to connect to the audience effectively and boost their trust in you.
Don’t Immediately Look at Your Sales
When we think of dealerships, we will always relate it to meeting a sales quota, being pushy on the sales, and offering add-ons that don’t increase the vehicle’s value. We have always focused on making sales. However, you will have to realign their focus and roles to provide the audience with unprecedented customer support. Since most car shoppers are familiar with the standard shopping procedure, traditional automotive dealership sales will no longer cut the deal. To address this issue, most dealerships will add a product expert to their staff, hoping it will help them offer a better experience to the car shoppers.
With the help of a product expert, this can guarantee that the car shoppers will be more informed in their car-shopping process. They are informed on the latest technology and vehicle features of their choice. So rather than pushing the sales, offering the shoppers an informative experience will help close the deal and enhance their trust in your automotive dealership. Shifting the roles from salespeople to product experts will also help the dealership attract talent. Job seekers nowadays have become warier in choosing the company where they will pursue their career path. The evolving landscape of the car sales market has prompted them to choose a business that concentrates more on customer needs rather than creating sales.
Improve the Purchase Process
Nowadays, not many people are willing to go through the whole purchasing experience at the dealership. Most will choose a car dealer that offers an online solution. This provides them the convenience they are looking for since they will also be doing the research online. The focus of most dealerships nowadays is on fulfillment rather than on sales. Instead of being sold, cars are being purchased. This allows the car shoppers to skip the procedure they dread, such as the sales pressure and the negotiation process. Customers expect to complete the process without being too exposed to automotive dealership strategy.
To ensure that the customers get through the process efficiently, some dealerships combine their F&I and sales procedure into one streamlined process. To make this happen, you may need the assistance of the right employee and provide them with the necessary training. This strategy offers several benefits. For instance, it helps limit the time customers need to complete the buying process. Moreover, it has also been proven to increase brand trust since customers are given the capacity to build their relationship with the employee who will guide them through the whole process rather than be transferred from one department to another.
Asking for Customer Feedback
Your after-sale support system should include reaching out to your customers to ensure that they are satisfied with their purchase and to inform them how essential customer reviews are for your company. You should reach out to them a few days after completing the purchase to ask about their experience with your people and the car they purchased. Do not be afraid to receive negative feedback. Take this as an opportunity to improve your sales process. Study shows that customers also consider the negative reviews and how the automotive dealership near me responded when choosing their go-to solution. Moreover, the presence of a negative review helps people determine the authenticity of the review. This will increase the public’s trust in your brand, boosting sales.
Creating a Positive Impression
Most of your prospects will not make that first interaction with your dealership when they decide to consider your business. They may send an inquiry through email or social media or call you by phone. Perhaps you also have a website; they will check how organized your website is and judge your service based on that. Responding immediately to their concerns and providing them with the necessary information will set the sales in motion. This will give them a positive first impression of your automotive dealership sales and encourage them to take the next step of the sales cycle.
If a particular customer asks you about one specific make and model of the vehicle and you don’t have the answer, ask them if you could put them on hold for at least 5 minutes to get the correct answer. Always be specific on how long you will put them on hold to give them a sense of expectation. If you can’t do this immediately, ask for their email address and tell them that you will get back to them within the day.
Being Transparent
This may sound too obvious, but many dealerships will fail to execute this. Thus, losing a possible sale. Being transparent means, you are willing to tell the customers what you are doing and what they should expect. You also have this policy to tell them how long it will take before they receive the answers to their concerns or complete the process. This will give them the proper expectation and prevent disappointments. If you cannot fulfill the customers’ demands, be sure to be upfront with this. Do not give them false hopes. Be clear on the solution you can offer and how it can meet their needs. Showing them that you are not hiding anything will improve their trust in your automotive dealership.
Listen to the Customers
Active listening ensures that you are providing the consumers with unprecedented customer support. It means that you understand what the customer wants, thus, giving you the capacity to provide them with what they want. Normalize the practice of repeating their words but use your own words. Avoid parroting since the customers might think you are making fun of them. Do not respond to them for the sole purpose of responding; create a seamless conversation and listen to how they prefer to communicate with you. Pay attention to their body language and mirror their emotion. If they have high energy, try a lively conversation. If they have a more subdued mood, try to match their energy level.
Know How Customers Want to Be Treated
We are all aware of the golden rule, treat others the way we want others to treat us. However, in an automotive dealership strategy, you need to treat your customers how they want it. To figure this out, start by asking them about their needs and wants. Listen to their inputs and reaffirm this by repeating their answers. This will help you pick a vehicle from your line of offerings that matches their needs. Know that the automotive industry has become too competitive. Today, most dealers are not just selling cars; they are more focused on selling experience. This is why you will often see a cozy lounge with a café-like environment. Some will even go beyond by adding massage chairs to their waiting area. You will need to understand the service they are looking for and address that.
Prioritizing the Customer’s Needs
This is the traditional rule in making sales in the car industry, but it is surprising how many dealers failed to execute it. Sales consultants must be well-trained to handle responsibilities. They should be well informed to help the customers find the vehicles that perfectly fit their requirements. They need to be aware of the customer’s budget and ensure it will not go beyond their spending plan. Finally, they should also ensure that they will offer timely solutions.
Use Social Engagements
While the traditional platforms are still helpful, people are now utilizing social media channels to consume updates and news about your dealership. Instead of simply broadcasting random updates on your social media account, you should actively use this platform for your public relations management. Take advantage of the opportunities offered by different platforms by joining in on the conversation and influence your potential clients’ perceptions and behavior. You can control the conversation in a manner that will better support your branding awareness and reputation. Social media has become a crucial tool for automotive dealership sales. It helps them communicate any changes that would happen in the operation of the business, which gives the people a sense of expectation. Be sure to determine where your audiences are since you can’t possibly remain active on all platforms.
How Should I Use My Social Channels?
Use your social media channels about specific things to keep in mind when visiting your dealership. For instance, if you change how you do your business, you must tell them. If you are adopting a digital or online shopping or application system, it should also be posted on your social media account. Social media account is also an excellent method to promote the new services that you are offering. Any content that could be associated with your automotive dealership must be posted. Be sure that it provides the reader with something valuable.
Managing Your Google Presence
Google also plays a critical role in your journey of being an automotive dealership. It helps you reach out to your prospects and send them to your sales funnel. It also shortens the buyer’s journey. Admit it, when people are looking for a place where they can have their car serviced or a dealership that offers used cars, they will first use Google or similar search engine platforms. Based on the reports, automotive searches with a ‘near me’ keyword have increased to around 200% in the past two years.
Most people perform their searches using their mobile devices. Approximately 79% of these searches are made with the intent to reach out to the dealership. That is a massive business opportunity for you. Therefore, you must maintain a strong presence on Google to ensure that your prospects can find you. For instance, you can start by claiming your GMB (Google My Business) profile and include all the necessary information such as your contact information, contact person, business hours, etc. Google My Business receives 10x more traffic than your actual website.
How to Do This
If you haven’t claimed your automotive dealership sales profile, there’s a chance it will have incomplete or inaccurate information. Ensure that the information here is consistent with the information found on other listing sites. Don’t forget to update your business description. You should also make it a habit to have a regular Google Post to share some updates with your audience. The reviews that you will receive on this platform are equally crucial. Therefore, encourage your verified customers to provide you with some good words about their experience with your dealership.
Trust building is an integral part of the success of your automotive dealership. Understand that most of your prospects will be on guard when they talk to you. This can affect the business transaction’s progress and experience. By improving your communication and relation with your audience and giving them outstanding service, you can encourage them to do business with your dealership.