Car Business Plan: How to Improve Customer Trust
These are best ways to build that trust in your customers over time.
Referrals and Testimonials
Running a dealership with a heavy focus on satisfied customers referring other potential customers can create positive word-of-mouth between contacts who already know and trust each other. An additional element to this is securing testimonial statements (either written or videotaped) from happy customers. This requires having those happy customers in the first place, as customers can sense if the testimonials are canned and will mistrust even further.
If auto dealerships were extremely clear about all pricing, fees, and costs of ownershup up front, customers might change their opinion of these companies. However, too often there is a great focus on a low sticker price to attract customers who later on feel they’ve been lied to when all of the add-on charges are explained. Can your dealership change this industry practice and make transparency into a competitive advantage?
Take Your Time
By taking the sales process at a rate that the customer is comfortable with, you recognize that it is a difficult step for customers to walk into the world of the dealer and play on his home turf, so to speak. They will be feeling defensive and a bit thrown off, so tell that you will take the time to answer any questions they have and to make sure they understand and have considered their options before moving forward.
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