The used car industry has, perhaps unfairly, picked up a reputation for being slightly murky and untrustworthy. This is largely because of a small number of unscrupulous, or incompetent, traders, who have, over the years, united countless unfortunate motorists with cars that are unreliable, dangerous or simply disappointing.
If you want your business to stand out in this environment, then you’ll need to nurture and protect your reputation for reliability and trustworthiness.
Why reliability matters more than persuasion
Since buyers might be sceptical from the outset, your reputation is what might get you off to the right start. When the buyer has every reason to trust you, you’ll give your sales team the chance they need to actually persuade them, and make a sale. If, conversely, the buyer has reason to mistrust you, your sales team might face an uphill struggle.
So, how can we build trust? There are a few things to think about.
Commit to consistent vehicle standards
The cars you sell will need to perform well. Every bad experience is a chance for your reputation to be diminished. Protecting your reputation, therefore, is often a matter of instilling the right checks and procedures. Make sure that every vehicle is thoroughly checked and documented, and that you apply consistent standards for things like condition grading. The more consistent your standards for inspection, the less likely your buyers are to be disappointed.
Make transparency part of your everyday process
One thing that’s almost guaranteed to corrode trust is any perception that you’re hiding things from your buyers. In the used car business, it’s inevitable that you’ll end up selling products with small defects. If you attempt to conceal these deficiencies, then it’s also inevitable that you’ll be discovered. This will give other buyers reason to doubt your word in the future.
Use third-party validation to reinforce trust
An impartial perspective from an independent vehicle inspection specialist might provide your buyers with a good reason to be confident about their purchase. This inspection should ideally cover the condition of the vehicle, as well as its history. It will lend greater credence to the view of your own, internal inspectors.
Follow through before and after the sale
Another practice that can undermine trust is the sense that, after a sale, the buyer is more or less on their own. After-sales support can be invaluable in building trust after the sale is finalised, and helps to build your reputation for putting the customer first. This is often a slow process, but, in the end, it’s one that will be rewarded with consistent, repeat custom. If your service is so good that your buyers end up acting as evangelists for your brand, then so much the better.
