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The fact of the matter is people are taking their time. People are planning their purchases and researching before making major decisions. When a potential customer walks into your showroom, there’s a 9 out of 10 chance they’ve already scoped you out online.
If they liked your website, they found your address, browsed your inventory and decided to head to your store and take a look around. This is a prime reason to maintain consistency between your web site and your physical site.
So what does consistency mean? In dealer world, it means no special “Internet pricing.” If your customers find a price on your website, it should be the price. You don’t want to discredit yourself by that kind of discrepancy. It’s not going to do anything but frustrate your customers. If they come out to your store expecting one price, then getting another, trust begins to disintegrate-- fast.
That’s not where consistency stops. It continues throughout the dealership. It spans inventory, service shop, parts, financing, etc. It’s imperative that regardless of where your potential customers are browsing, they are met with the same customer friendly experience. Whether online or off, you should provide them with the same quality service across the board. Everything you do at your dealership to build trust and create value needs to be reflected on your website.
What do you do to build trust at your dealership website?