Believability Crisis: 3 Ways to Maintain Credibility With Your Customer

Con­nect with your local cus­tomer using new meth­ods to main­tain your trust­wor­thi­ness. In the past, we could only con­nect peri­od­i­cal­ly with the cus­tomer but thanks to Social Media and the online com­mu­ni­ty you have at your fin­ger­tips, it’s pos­si­ble to remain engaged and build trust with your cus­tomer dur­ing all phas­es of the buy­ing process.

1. Be Where Your Cus­tomer Is.  I recent­ly talked with the own­er of 3 deal­er­ships who has a neg­a­tive opin­ion about Face­book. He’s got a hor­ror sto­ry about how a friend of a friend’s wife hooked up with her high-school boyfriend and even­tu­al­ly divorced his friend’s friend. I get that it’s a scary place for those inter­mit­tent users but fah-get-about-it. Don’t waste valu­able time and ener­gy when you can be inter­act­ing with your cus­tomer on a reg­u­lar basis. Face­book is where your cus­tomer is, and that’s where you need to be mar­ket­ing your store.

2. Deliv­er Valu­able Infor­ma­tion.  The web is mov­ing away from being built around “facts” and is being rebuilt around peo­ple and their knowl­edge. Brands are peo­ple too and the knowl­edge you have can be shared with poten­tial cus­tomers. Help them buy from you. Main­tain an active blog with high-qual­i­ty opti­mized con­tent. Make sure to involve your staff because rich­er, com­pelling con­tent comes from peo­ple. Estab­lish your store as the lik­able expert in what you want your cus­tomer to know most about you and your prod­ucts. Cus­tomer inter­ac­tion with your blog is a great way to become remark­able.

3.  Your Online Rep­u­ta­tion Starts as an Inside Job.  There are stores who reg­u­lar­ly deliv­er a great cus­tomer expe­ri­ence but you’d nev­er know it by look­ing at their online rat­ings. Buy­ing deci­sions are made in an instant by what’s con­tained there on Yelp and Google+Local. You must have a proac­tive strat­e­gy to cap­ture reviews from your hap­py, loy­al cus­tomers. The basis of that strat­e­gy is a proven inter­nal process involv­ing your front-line per­son­nel.  Lis­ten­ing and mon­i­tor­ing is only one com­po­nent of man­ag­ing your online rep­u­ta­tion. Make sure your staff knows how to rec­og­nize oppor­tu­ni­ties and how to ask for those online refer­rals.

Kathi Kruse is Auto­mo­tive Social Media Coach and Founder of Kruse Con­trol, Inc. Reach out to Kathi via her con­tact page.




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