Making Your Car Dealership as Trustworthy as Possible
Customers have no shortage of car dealerships that they are able choose between when sourcing a vehicle. Even within a specific region there are likely to be many dealerships competing for the same customers.
One of the most important ways a dealership can stand out against the competition is by showing their trustworthiness as a business. Customers need to know they are getting a safe vehicle at a good price and with all their needs taken into consideration.
Clear Contact Information
This may appear a simple place to start, but you would be surprised how many dealerships choose to obscure this basic information. A way to verify and contact your dealership is the very minimum a customer would expect before putting their trust in you for their next purchase.
Display your contact details clearly on every page of your website and provide multiple methods of contacting you, such as email, telephone, social media and live chat.
Customer Reviews and Testimonials
Customer reviews are a crucial factor in shaping trust. Positive testimonials from previous buyers act as social proof that your dealership delivers on its promises. Of course be sure to display reviews on your website, but also make sure to display them on external platforms like Google Reviews, AutoTrader, Trustpilot and Car Dealer Reviews. Be sure to also display your overall star rating. The more positive reviews you can accumulate, the better and more trustworthy your business will look.
You can grow your number of reviews by encouraging customers with review incentives. This could be something as simple as a gift card or future discount.
Make sure to respond to customer feedback, both positive and negative. If done promptly, potential customers will see that you resolve issues quickly and show appreciation and understanding towards your previous customers. Your response rate can also be displayed on many review sites/widgets so make sure you do not ignore customer feedback for too long.
More focused testimonials can create a more genuine, human connection to your business. Having a more in-depth look at a customer’s experience of your service can really build credibility. If you are able to take this a step further, video testimonials or interviews are a fantastic way for visitors to your website to see real customers talk about their real experiences in a far more authentic and trustworthy way.
Transparent Pricing
It goes without saying that transparency and trust go hand-in-hand. Your dealership offering clear, upfront pricing demonstrates integrity and gives potential customers confidence in committing to a purchase.
Always include taxes, registration fees and any additional costs right from the start. Make sure to avoid any hidden fee surprises for the customer. It is also worth providing a detailed breakdown of what you are charging the customer. Show them how prices are structured in terms of optional extras, delivery charges or admin fees.
You may also wish to offer a price-match guarantee. Your customers may not even gather a variety of deals to directly compare, but they will definitely have a sense that they are getting a fair deal from you.
Transparent Finance Options
This leads nicely into ensuring the customers are met with transparent finance options. You should always provide a complete breakdown of finance options. Customers should be able to see interest rates, terms & conditions, deposits, monthly payments and the total cost over the repayment period. Customers will appreciate you being open about the APR and repayment options, and they will ultimately thank you with positive feedback and repeat business. Keep in mind that as you must be FCA authorised to offer finance you will be legally obligated to provide this information with total transparency anyway.
Implement an online finance calculator on your website that allows customers to easily see what they can afford based on deposit and monthly payment terms. You should also offer flexible finance options, clearly outlining the benefits of each, which will let the customer feel like they are fully in control.
Detailed Vehicle History
It’s not just the pricing that your dealership should be transparent and open about. Offering full transparency on the history of your vehicles is a very important factor in elevating someone’s trust to the point of purchase.
You should provide a full service history, MOT records, a list of previous owners, and a history of accidents and repairs. You can also provide a provenance report like MotorDesk's Quick Check which will instantly display the thorough history of a vehicle.
Fair Warranty and Returns Policy
It would be a good idea to give your customers peace of mind with clear, easy-to-understand warranties and returns policies.
It’s a legal requirement for customers to have a 14-day return policy, so it’s worth being open and making this known to them. They’ll be grateful to you for this and it displays an honesty and integrity which customers will assume applies to all areas of your business.
It’s good practice to offer a warranty on used cars. A minimum of 12 months’ warranty coverage is recommended - this ultimately shows that you have faith in your vehicle which can be passed onto them.
You can also choose to include additional guarantees such as a free MOT when next due, or free roadside assistance for a year.
Customer Support and Aftercare
Customer loyalty, and their likelihood of recommending your business to others, hinges on a solid after-sales support and customer care. It’s important that you don’t give the impression that you are just there for a quick sale before moving swiftly on. If people can see that you care about your customers’ well being beyond the point of sale, you will much more likely win them round.
Ways that your business can do this include post-purchase check-ins with customers to ensure they are satisfied with their purchase. Customer support and live chat options so that customers can have immediate responses to concerns or questions they may have.
As mentioned in the section above, you may also offer a complimentary service or maintenance package for a limited time after the purchase. It demonstrates your commitment to them, and customers will like that.
Accreditation, Certification & Partnerships
Where possible, it’s wise to assure customers of your business’ commitment to quality, standards and ethics through third-party validation. This can include things like industry certifications, a code of practice or approved used car scheme, which you can proudly display prominently in your showroom, in your office and on your website.
You can also boost your reputation by partnering with recognised services such as the AA Dealer Promise or Warrantywise. The same can apply for partnering with established and trusted brands which can assure customers of your trustworthiness based on the existing reputation of your business partner - this can range from brand affiliations through to certified used car schemes.
Ensure that you are compliant with all UK trading laws and acts to reassure customers that their rights are protected. See our article on Legal Requirements For Car Dealerships for more information.
Professional Website Design
The look of your car dealership website will represent, in most peoples’ minds, your level of professionalism directly. The layout of your website will determine whether a customer believes they will find a vehicle for them on your website.
This can be down to things like the ease of navigation/searching, the level of detail on the vehicle listings, the quality and quantity of images and videos of the vehicles. Even factors like device compatibility will influence your leads to sales conversion rate, given how many potential customers now browse for vehicles on mobile.
Knowledgeable and Friendly Staff
Your staff are the front line in building trust - their knowledge, approachability, and professionalism will greatly impact customer perceptions. In the internet and social media age, this isn’t just limited to the showroom but also extends to ‘About Us’ pages and personalised social media posts. You should have photos of your team on your website, feature them regularly in your social media feeds and let their personality and passion for cars and the automotive industry shine. Don’t hide how much your staff have to offer in terms of knowledge and passion. This helps customers to realise they are dealing with real people and not just faceless salespeople. Your customer will feel like they have a deeper relationship with your staff if they’ve seen them at every point of interaction with your business, online or in person.
Remember, your staff are there to help customers find their ideal vehicle, not make a quick sale. Of course you will make sure that you train your staff to a high standard, but do also consider these customer-facing traits when hiring.
Social Media Engagement
Social media, for better or for worse, is a key tool for social proof. It will show how much your customers like and respect you, how much you give back to your consumer base or the wider community and it lets you show off any awards and accolades your dealership or staff have earned.
Showcase Industry Expertise
Positioning yourself as an authority in the automotive industry is a fantastic way to give people confidence in you but also to attract potential customers to you. You should be publishing helpful content on your website and social media. Things like buying guides, maintenance tips and up-to-date industry insights. We mentioned in the social media section the importance of displaying accolades and awards associated with your dealership. Be sure to solidify your image as industry experts by putting these on display, both physically in your showrooms and offices, and online.
Build Your Reputation Within The Local Community
Do not underestimate the importance of a good standing within your community and real-world connections. Sponsor local events or charities, even local sports teams to show that you’re invested in the community. Build relationships with other local businesses, you never know who might recommend you to others. All of these highlight that you’re a trusted and valued member of the community.
Conclusion
In conclusion, displaying to your customers your expertise, transparency, integrity and willingness to go beyond the level of customer care merely required to sell a vehicle, will leave a lasting impression.
For a way of maintaining a professional car dealer website complete with transparent finance options, contact and booking forms, as well as integrating third-party reviews and connecting to your social media, do have a look at MotorDesk’s DMS platform. MotorDesk offers a free trial without the need to enter any card details, and all pricing is completely transparent on the MotorDesk website.
