A RECENT report by Auto Trader revealed that just seven per cent of UK consumers trust UK used car dealerships – a figure lower than estate agents, banks and finance companies.
So how can dealers build their trust with consumers? According to Dragon2000, there are some key drivers to build this. Mark Kelland, commercial manager at the DMS specialists, said: ‘Dealers need to ensure they give consumers a consistent customer experience, both in the showroom and on their website. This helps consumers know what they can expect from a dealer and when they deliver on their promises, it creates trust.
‘So, for example, vehicles should be correctly advertised on their website – this is made easier and less likely to feature mistakes if is fed from the DMS. The trust can be built up by sending sales presentation videos, so consumers can have a tour of the car without visiting the dealership.
‘Another good initiative to build trust is sending all consumers Vehicle Health Check Reports which feature images and videos of the car when it is in the workshop.
‘Dealers should also ensure that all their channels to market carry consistent messaging, especially their websites. More and more consumers carry their research out online before visiting a showroom, so it is vital that websites engage consumers and build trust.
‘Dealers need to provide quality content on their websites, as it is a must for building a trustworthy brand. Accurate descriptions and well-shot photographs displaying the car from all angles, and even better, a video walk-around presentation, are essential to build trust with the customer that the vehicle is as described.
‘Customers will undoubtedly feel more comfortable if they can read previous customers’ reviews of their experience with the dealer and links to the dealer’s social media accounts all help them gauge how the dealer treats their customers – these are all powerful things dealers can use on their websites to engage customers and create trust.’
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