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From: Jared Hamilton
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Rafi Hamid AutoExecutive

Rafi Hamid AutoExecutive President-CEO

Exclusive Blog Posts

The Recruiter: Episode 4- People Use Google to Find Jobs

The Recruiter: Episode 4- People Use Google to Find Jobs

How to title your help wanted ad so it gets found on the internet. Please use Google in their job search. Use what people call themselves on their resu…

* The Recruiter* Episode 3 Law of Diminishing Return

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In my opinion, sub prime customers are being considered more risky by the lenders that once targeted them. Even traditional co-signers are proving not to b…

4 Reasons to Improve CRM Utilization in 2017

4 Reasons to Improve CRM Utilization in 2017

Yes, dealers are creating a tremendous amount of data. The problem is, most of it is junk. Data is like this 1958 Tops Baseball Card complete set. You have…

Your Car Repair Shop Should Appeal To Parents Whether It is At a Dealership or Privately Owned

Your Car Repair Shop Should Appeal To Parents Whether It is At a Dealership or Privately Owned

Running an auto repair means that you have to take care of all kinds of details including scheduling, discipline, and customer service. Giving a customer t…

 

When someone walks into your store, chances are, they’ve seen you before.  It’s naïve to assume that a stranger driving by just happened to decide to stop in.  That’s just not the way it works any more.   People don’t go car shopping on a whim --  especially not in this economy. 
 

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? 

 

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