5 Ways to Rev Up Your Auto Dealership’s Community Engagement

by Lee Brogden Culberson, Professional Mojo

Independent dealers and their dealerships are an essential part of a community, providing a valuable service by offering affordable, reliable vehicles to those who need them. However, simply existing in a community is not enough to establish a strong relationship with its members, leading to exemplary word of mouth, community loyalty and, most importantly, trust. To truly engage with their communities, independent dealers must go above and beyond by actively participating in community events and initiatives, providing valuable resources and support, and creating a welcoming environment.

1. Supporting Local Events: One way an independent dealership can engage with the community is by sponsoring local events. This could include sponsoring a community festival, supporting a charity walk or run, or hosting a car show. By sponsoring events, a dealership can not only gain exposure and brand recognition but also demonstrate its commitment to supporting the community.Additionally, sponsoring events can be an opportunity for dealership staff to engage with community members, answer questions about their business, and build relationships.
2. Offering Resources: Another way independent dealers can engage with their community is by offering resources and support to those in need. This could include partnering with local non-profit organizations to provide transportation to individuals in need or hosting educational workshops on car maintenance and repair. By providing these resources and support, a dealership can establish itself as a valuable community resource and build trust with community members.
3. Rolling Out the Welcome Mat: Independent dealers can also engage with their community by creating a welcoming environment. This means ensuring that all customers feel comfortable and respected when they visit the dealership. This could include offering language support for non-native speakers, ensuring accessibility for those with disabilities, offering refreshments, or having sales staff who are representative of the surrounding community. By intentionally developing a welcoming environment, a dealership can attract a diverse range of customers.
4. Supporting Shop Local: Another way independent dealers can engage with their community is by offering incentives for customers to shop locally. This could include partnering with other local businesses to offer discounts or special promotions for those who purchase a car from the dealership. By encouraging customers to shop locally, the dealership can not only support other small businesses in the community but also establish itself as a community-minded business.
5. Using Social Media: Finally, dealers can engage with their community by being active on social media. This means regularly posting updates on new inventory, promotions, and community events, as well as responding promptly to customer inquiries and feedback. By actively engaging with customers on social media, a dealership can establish itself as a responsive and customer-focused business and build a loyal following of satisfied customers.

Why not take a moment to reflect on how your dealership is regarded in the community? Even in the age of digital dominance, community engagement could make the very important (and costly) difference between a prospect choosing your car or the one from the lot down the road. Plus, it feels good to support the community that is supporting you.

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