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From: Jared Hamilton
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Exclusive Blog Posts

Top 6 Things Car Dealers Do To Make Car Buying Difficult

Top 6 Things Car Dealers Do To Make Car Buying Difficult

[youtube https://www.youtube.com/watch?v=3R7Y3kZIDVg] Your Turn To Drive discusses Top 6 Things Car Dealers Do To Make Car Buying Difficult.  Jim D…

Choose the correct CRM for your dealership OR pay dearly

Choose the correct CRM for your dealership OR pay dearly

With all the CRMs on the market today, finding the right one for your dealership is becoming more challenging than ever. There have been massive changes in…

5 Benefits of Using Google AdWords Click-to-Message Ad Extensions

5 Benefits of Using Google AdWords Click-to-Message Ad Extensions

Looking for a new way to win over people more likely to send a text message than to call? Set up this free message extension for your text ads on the Googl…

Must-See NADA 100 Expo Displays for Fixed Ops

Must-See NADA 100 Expo Displays for Fixed Ops

New Orleans is ramping up for the 100th anniversary of NADA, and the convention promises to be outstanding. You’ll be entertained at the NADA100 Carn…

Why Social Media Marketers Won’t Replace Your Sales Team

Why Social Media Marketers Won’t Replace Your Sales Team

Social media is changing the marketing profession in remarkable ways. According to the Public Relations Society of America (PRSA), the social media analyti…

Does Your Dealership Hide Behind The Curtain?

WizardofOzbehindthecurtain.jpg

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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