Customer Experience - Price and Trust

It would be safe to say 99% of all dealership websites reference providing the best customer experience in their About Us section. But before you can chalk up a web visitor as a customer, you have to close them on a vehicle which results in a sale.

To be at your best in handling online inquiries, let me first build a word with the letters in “experience”: PRICE

No matter how you present your online price, your response process to the customer must be consistently clear in stating what that price represents. The overall feeling of the shopper must be transparency; if they even sniff that they are being misled because of vague answers, it is end-game.

What you must cultivate is this word using letters in “customer”:  TRUST

It is the price process on the sales end and the feeling of trust on the customer end that are critical to closing the deal. This leads to customer testimonial responses like, “They made me feel comfortable” and to beginning another customer experience.

About the author

John Paul Strong: As owner of Strong Automotive Merchandising, a company that increases traffic up to 1,000% for dealerships, Strong lives by the simple concept that your attitude affects your success. Without a positive mind set he would not have been able to grow the company over the last decade from just 10 to over 80 full-time employees. The rapid growth is thanks to his ability to keep the company on the forefront of technology, market changes and an infectious talent to motivate and keep employees striving to fulfill their potential. His beginnings in direct mail gave him the tools and skills to develop incredibly successful marketing plans. From there he moved on to traditional forms of media and has now mastered the dynamic world of digital and social media advertising. With over 150 dealers to please, Strong takes a hands-on approach and personal attention to detail in all aspects of marketing strategies. His expertise in plan development gives him a keen sense on how to maximize a dealer’s budget and ultimately increase their bottom line. Strong is a passionate speaker in the automotive industry. He has authored two books on creating next day traffic. He graduated from the Executive Education Program at the Harvard Business School. Strong received a B.A. in Communication Studies from the University of Montevallo. He lives with his wife and three children in Homewood, Alabama.


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