06 August 2018
It goes without saying that the auto industry is all about
people, with business being done face-to-face, personal relationships forged
for the long term, and so on.
However, things are about to change, with well over three
quarters of prospective car buyers first checking out dealerships online and
only then deciding to show up at the brick-and mortar dealership. Auto
businesses are now increasingly being judged by the quality of their online
In this article, we will give you a few pointers on how to
gain credibility and trust for your auto dealership, online.
As mentioned earlier, the auto industry runs on the
relationships made by the people working in it. The CRM system is where you track and manage all these relationships.
The first thing to do is check and if necessary, update
your CRM. Check response times on online leads, tags, and sales channels. Make
sure your auto dealership uses its CRM to the fullest extent, leads are never
dropped, and your sales people are pushing deals forward and converting them into sales.
Try and mimic person-to-person showroom engagement as much
as possible. Your sales staff is sharp enough to know that every visitor should
not be handled the same way, and the same should apply to your website as well.
Understand if a site visitor is more likely to respond to
a coupon offer or a chat box or something else. Working intelligently and
engaging your visitors with relevant material are sure fire ways to capture
Maintaining a blog or article stream that is up-to-date,
full of interesting facts, and written in a light manner is an excellent way of
engaging online prospects. It also helps boost your credibility as an expert in
the subject, which will result in your existing viewers bringing more new
Serious car shoppers would like to know what kind of
dealership you are. Proving your authority through a well maintained blog and
engaging them in social conversations are crucial factors which cannot be omitted.
If your auto dealership offers discount coupons online or
provides information through a blog, ensure that it isn’t found lacking in any
way. For instance, if you get a coupon request then authorize the coupon
directly after capturing lead information, and follow up promptly.
Make sure that the content you publish is factually
correct and advantageous to your dealership, and not misleading in any way.
Every single step taken to maintain your auto dealer website credibility will result
in prospective customers trusting your local dealership brand even more.
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