Why does a car dealer need to earn trust with its community, customers and employees?  I think that answer should be very obvious, the bigger question is how can a car dealer earn trust?

Traditionally customers are loyal to a dealership because of the vehicles they sell and the location is convenient.  That may be a reason customers return to a dealer, but it does not build trust.  Customer facing employees earn trust!.   When a customer gets a phone call from their service writer before it was expected telling them their car is done, a little more trust is earned.  When the salesperson resolves a concern with no questions the day after a new car was bought, a little more trust is earned.  When a phone receptionist makes sure you get to the right person without lingering in phone hell, a little more trust is earned.

So, how does Social Media help a dealer earn a little more trust?  “…it allows people to connect in the online world to form relationships for personal and business.” Social Media is a new way to communicate with customers and the community a dealer serves.

When a car dealer sponsors a local charity event and posts a link to the other businesses involved, a little more trust is earned.  When a customer can recommend a dealer on their facebook page and the dealer submits a comment thanking them for the recommendation, a little more trust is earned.  When a dealer posts why an employee  was named “Employee of the Month”, a little more trust is earned.

What happens to a dealer when the community they serve trusts them?  Everything becomes a little easier.