Marketing Etiquette: Guiding Principles for Building Trust and Integrity
Have you ever heard of marketing etiquette when it comes to your independent automobile dealership?
Like any rules of etiquette, marketing etiquette can be seen as a set of guidelines or principles that informs every facet of a dealership’s marketing plan, from emails to texts to digital advertising. Simply put, marketing etiquette plays an important role in determining how prospective buyers perceive a dealership. Unlike new car sales, where brand reputation often precedes the transaction, the used car market relies heavily on effective marketing strategies to establish credibility and transparency. The intersection of trust and integrity is where adhering to marketing etiquette can make your dealership shine.
TRANSPARENCY
Strive for transparency in every facet of your marketing strategy. Prospects are already wary of potential hidden defects or undisclosed history when purchasing pre-owned vehicles. Dealerships should prioritize transparency in all things, from the initial listing through financing, delivery and service after the sale. Examples of transparency include providing comprehensive vehicle history reports, disclosing any prior accidents or damages, and conducting thorough inspections before listing a car for sale. By being upfront about the vehicle’s condition, dealers not only build trust but also mitigate the risk of post-purchase complaints.
ACCURATE REPRESENTATIONÂ
Misleading advertisements and exaggerated claims quickly tarnish a dealership’s reputation, in addition to potentially running afoul of legal issues. Your dealership should represent your vehicles both accurately and truthfully. High-resolution images, detailed descriptions, and precise speci cations should align with the actual condition of the vehicle. It’s simple, really: don’t overpromise and underdeliver, because doing so erodes consumer trust.
EDUCATING THE CONSUMER
Empowering consumers with relevant information is a hallmark of ethical marketing in any industry, but gains special importance for independent dealers. Dealerships should use their marketing platforms, especially social media, to educate potential buyers about various aspects of purchasing a preowned vehicle. Topics could include understanding depreciation, evaluating maintenance records, or deciphering financing options. By serving as a knowledgeable resource rather than solely focusing on sales, the dealership becomes a trusted advisor in the community.
CUSTOMER CENTRIC APPROACH
It’s no secret that the last couple of years have seen upheaval in the independent auto industry – with more disruption likely to come. In uncertain times, prioritizing the needs and preferences of customers is paramount – even if it takes your staff more time to do so. Effective communication, active listening, and personalized service are key components of a customer-centric approach. Dealership staff should actively engage with customers, addressing inquiries promptly and providing solutions that fit the customer’s budget and requirements. By putting the customer’s interests first, the dealership develops lasting relationships and loyalty.
ETHICAL PRICING PRACTICES
Hidden fees, deceptive pricing tactics, and unnecessary add-ons can alienate potential buyers and damage a dealership’s reputation. Aside from the obvious legal concerns, of which all dealerships should be aware, basic marketing etiquette dictates that pricing should be fair, competitive, and clearly outlined, leaving no room for ambiguity or confusion. Never underestimate the ability of the customer to uncover deceptive practices, whether the practices are intentional or not. Honesty in pricing fosters goodwill and enhances the perceived value of the dealership, leading to loyalty and positive word of mouth.
BUILDING CREDIBILITY THROUGH REVIEWS AND TESTIMONIALS
Yes, we’ve said it before, but it bears repeating: in an era dominated by online reviews and social proof, maintaining a top-notch reputation has never been more important. Actively encourage satisfied customers to leave positive reviews and testimonials, which serve as powerful endorsements for prospective buyers. In addition, be quick to address negative feedback with empathy and professionalism, demonstrating a commitment to customer satisfaction and continuous improvement.
COMPLIANCE
Compliance isn’t nearly as sexy as other marketing topics, but effectively navigating the regulatory landscape is imperative for any dealership. Adherence to consumer protection laws, truth in advertising regulations, and industry standards ensures ethical conduct and safeguards against legal repercussions. Your dealership’s membership in your state’s IADA makes compliance innitely easier as the association is not only your go-to for all of your compliance questions, but also your advocate at every level of government. Use your association to help you stay abreast of evolving regulations and compliance requirements. It can help you craft and implement robust internal processes and controls to uphold integrity and accountability in your marketing. From a marketing perspective, displaying your IADA membership shows prospects that you are committed to transparency and ethical dealings.
WRAP-UP
Your dealership probably adheres to some guiding principles already. Consider including marketing etiquette in those guiding principles, as well, to continually foster trust and drive long-term success. Transparency, accuracy, and a clear customer-focus can differentiate your dealership from the rest. Plus, it just feels good to do the right thing.
