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Stop Treating Customers Like Suspects: Build Trust with Transparency

Imagine you are sitting in a room with one-way glass, like an interrogation room on a crime drama. Would you trust the stranger you can’t see on the other side? Of course not. Customers feel the same way about car dealers. They can’t see what goes on behind the curtain.

They don’t know why the dealership website show a lower price on their smartphone, when the salesperson they’re talking to in the showroom at that very moment says the exact same car will cost two thousand dollars more. They don’t know why their trade-in is worth hundreds of dollars less at this dealership than the dealership down the road. Because they don’t know, they suspect car dealers are tricking them. They walk in wary and suspicious.

In today’s transparency economy, customers want to see behind the curtain. They want to know what’s really going on. More and more customers expect transparency from businesses because leading retailers are raising the bar. In fact, 9 out of 10 customers expect transparency when it comes to vehicle pricing and dealers’ service departments.

How can you embrace transparency? Provide the right information up front and be consistent across channels. Put a realistic price online, and ensure your sales team is quoting a similar price in the showroom. Southwest owns their brand experience by being the only source for their tickets.

Own your brand experience. Don’t let third parties get between you and your customers. Create a completely native online experience by keeping customers on your website and avoiding bait-and-switch tactics. 94% of customers will be more loyal to a brand that provides complete transparency. Deliver a trustworthy experience online and off.

Clear Is the New Black Ebook CoverWant to learn more ways to succeed in the transparency economy? Download your free guide, "Clear Is the New Black."

Want to use ecommerce to sell more cars online? Learn more about Drive Motors’ online checkout and showroom solutions for car dealers. Request your demo today.

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About Author

Matt Weinberg
Matt Weinberg

Matt Weinberg is the SVP of Consumer Experience at Drive Motors. With 20 years of leadership experience in the automotive industry, he has consulted for more than 100 dealer groups on internet sales processes and ecommerce and is a trusted advisor for Wards Auto Top 10 dealer groups, including Lithia, Asbury, and Hendrick.

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