Building Trust Through Social Media

So you’ve built up substantial following on Facebook and other social media platforms. Now it’s time to earn their trust by providing them with the right kind of content.

Here are some tips to boost the trust factor of your dealership’s social media presence.

Share – Come across an interesting or useful article? Share it. How about maintenance tips and simple How-To’s? Sharing these items will show your customers that you are in it for more than the sale.

Be a part of the discussion – Find interesting ways of engaging people and always be looking for opportunities to join in on an existing conversation. An easy way to start a conversation is to tap into someone else’s content and add your own commentary or perspective.

Balance self-promotion – It’s perfectly fine to promote your products and services on social media. People expect it. Just make sure that you are striking a balance between promotional and non-promotional posts or content. When you do end up promoting something, people will be a lot more receptive.

Take ownership – We all get negative feedback from time to time. Taking ownership of the situation is a great way to show others that you are easy to do business with. This will give onlookers peace of mind.

Be quick – This is especially important if your customer asks a question or makes a comment that warrants a response. Jump in as quickly as possible and respond. Even if the situation isn’t a quick fix, get the ball rolling and show others that you are attentive. Remember, it’s OK to take the issue offline after you have publicly taken ownership of the underlined feedback.

Share your fun side – Most dealerships have a quirky fun side to them, yours included. Find a creative way to share this side of your business with people on social media. It will add a human aspect to your business and add a refreshing spin to your online presence.

Explore this topic further by checking out this article “How to Use Social Media to Build Brand Trust” (

The Value of a Quality Email Response

A quality email response is twice as likely to result in a sale as a poorly crafted response. Pretty shocking right? Or is it? The average automotive customer spends hours online comparing makes/models, reading reviews and watching videos. All of this is presented to them in a polished and instant format. When a consumer fills out an online form and submits it to a dealership, there is an unspoken expectation that has already been established. The key to maintaining that expectation is to reply with a quality email response.

Ingredients of a quality response

Crafting a quality response doesn’t mean creating a template and using it over and over again. It’s more important to focus on including the key elements below, but in a way that allows for your own unique spin to shine through.

Timeliness – The faster you can get back to your customer, the better. Aim 15 minutes or less for best results.

Strong introduction – Your introduction should be simple but include enough information that the customers knows why you are contacting them. This means including their vehicle of interest and thanking them for sending the inquiry.

Vehicle value proposition – People often become attached to certain attributes of the vehicle that they like. Build upon this by highlighting some of those attributes. For example, fuel economy, towing capacity, performance attributes, cargo, etc.

The price – This is one of the main reasons a customer will submit a lead in the first place. Avoid disappointing them by making sure to include some form of price or price range. Not including one may cross you completely off their list.

Question – A well thought out question is a great way to show that you care and it also encourages a response.

Dealer value proposition – A short line or two on what makes you different from the store down the road will add value to your response. This goes back to your unique spin and leaves the customer with a positive impression.

Signature – Make sure you include all of the information necessary for a customer to easily contact you or find your dealership.

Subject line – Your subject line should be simple and include information that will catch their attention such as the vehicle model and the name of your dealership.

Video – If you really want to impress your customer, consider an introduction or walk around video.

Lead submission forms are a bridge to purchase. They’re also often the first interaction that a customer will have with your dealership. Try including these response elements to improve your engagement ratio and overall close rate. To keep things fresh, remember to change up your wording regularly and be creative. But remember – always check spelling and grammar before sending.

For more information on quality email responses and the scientific methodology behind them, check out our free white paper.