Dealers: Use Social Media to Establish Trust

By Kathi Kruse

If you ask most peo­ple where buy­ing a car is on their “com­fort scale”, many reply some­where between a root canal and chron­ic diar­rhea.  Deal­ers know how uncom­fort­able it can be and have worked hard to fix that. The buy­ing pub­lic is ready for a change.

Here are 3 effec­tive ways to use Social Media to estab­lish trust with your cus­tomer and debunk the stereo­type:

1. Help Them Buy From You. What are the fre­quent­ly asked ques­tions about the car buy­ing process or ser­vice process?  Each one of these can be a blog post or a sta­tus update on Face­book or Twit­ter.  See your­self as your cus­tomer does and come from a sup­port­ive space.  Help them buy so they remem­ber you as the lik­able expert–so they think of no one else when it’s time to buy.

2. Show Your Cards. What makes your store unique?  Why do your cus­tomers return again and again? Be open and trans­par­ent.  Peo­ple want to know who they’re buy­ing from, they want to align them­selves with brands that have shared val­ues.  Use Social mar­ket­ing to con­vey what you stand for, who you sup­port in the com­mu­ni­ty and why you do what you do.

3. Repeat Buy­ers are Gold­en. When some­one who’s pur­chased from you before returns to buy again, that is a sig­nif­i­cant event!  Whether it’s to pur­chase a car or to get their car ser­viced, these folks are your “brand advo­cates”.  Social Media allows you to stay in con­tact with them reg­u­lar­ly.  Ask for refer­rals.  Ask for a video tes­ti­mo­ni­al.  Ask them to guest blog!  Involve them in your mar­ket­ing so that poten­tial buy­ers can observe how you treat repeat buy­ers.  You make them part of your com­mu­ni­ty and oth­ers will want to join in.

Social Media is now Social busi­ness.  We are more con­nect­ed now than we’ve ever been.  There’s nev­er been a bet­ter or eas­i­er way to debunk the old car sales stereo­type.  We’ve tried for years to break it but now, with some effort and the right con­tent mar­ket­ing, we can lay it to rest once and for all.

Kathi Kruse is an Auto­mo­tive Social Media Mar­ket­ing Expert, Blog­ger, Author, Speak­er and Founder of Kruse Con­trol Inc. Con­tact Kathi via the con­tact page.

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