GET REAL: Five Ways to Show Your Customers You’re Undeniably Authentic - AutoSuccessOnline

GET REAL: Five Ways to Show Your Customers You’re Undeniably Authentic

Authenticity. It’s a word that’s tossed around a lot, but what does it really mean for your brand, your consumers and your bottom line? As it turns out, quite a bit, actually. Consumers are adamant that the businesses they support convey a genuine sense of self, communicating their missions, as well as the ways their products and services fit into the lives of those in their target markets. Because car shoppers have so many choices, it’s essential your dealership let shoppers know exactly who you are, what you stand for and how you’ll work to give them a positive experience — every time they set foot in your showroom.


Read our entire issue – Click here
Not Just a Buzzword We’re hearing a lot about “authenticity” lately, but instead of being lumped in with all the other corporate buzzwords, there’s substance behind the concept of getting real with your customers. As it turns out, in a crowded and competitive marketplace, shoppers are drawn to brands that find ways to connect with them. Companies are differentiating themselves and finding ways to appeal to consumers emotionally, and once they’ve made those connections, brands see increased success and shopper loyalty.

Authenticity is an especially important characteristic for younger Millennial and Gen Z consumers, as they base many of their purchasing decisions on whether they identify with specific brands. Get the most out of your sales and marketing talent and try some of the following to ensure you’re resonating with your audience and coming across as a truly authentic brand:

  1. Talk Like Your Customers — Don’t worry about using five-dollar words or flowery language; instead, use terms, language and jargon your customers can relate to. This goes for written communication, too. Instead of using confusing terms like “in progress,” let shoppers know if paperwork will be completed “in two days.” By being clear and avoiding confusion, you’ll automatically be more authentic.
  2. Be Original — It’s OK to stand apart from the crowd; after all, that’s one of the ways you’ll get noticed. Let customers know why your dealership is the real deal and let them know all the things you do differently. Think all service should come with a free car wash?Let everyone know. Do you offer Saturday Car-Care Clinics for local consumers? Shout it from the rooftops. However you stand out, make it known — it’s part of your brand personality.
  3. Tell Your Story — Is your dealership family-owned or have you built a brand-new business that caters to a growing city? Tell the story of how you came to be where you are. Good stories have a knack for capturing consumer attention and keeping them interested. They personalize your brand and give shoppers a reason to care about what you’re doing, selling and saying — so take your time and tell a story that’s compelling.
  4. Interact and Share — Today’s consumers are more connected than ever before, and many are eager to interact with brands. When you take the opportunity to participate in discussions, answer questions and share content, you’ll be engaging your audience and letting them know your dealership is invested in cultivating lasting relationships. Focus on thriving social platforms where you can establish your brand presence and connect regularly.
  5. Be Transparent — Whether it’s in-house or online, strive for open, honest communication with every shopper. Today’s consumers want to know that what they see online is what they’ll find on your lot, and they want to know pricing is accurate and up-to-date. When it comes to maintenance and service, customers are looking for upfront insights regarding what they need and what they’ll be paying for. The more you can educate and share, the more authentic you’ll be to your customers.


​Great brands stand the test of time because they resonate with consumers, they’re honest, they’re bold and they have a story to tell. Your dealership is well on its way to being all these things when you set your sights on getting real with your customers. Authenticity is a big deal, especially now, in a market that’s full of competition. Other dealerships may sell the same makes and models as you, but they can’t replicate your brand identity. So get out there, build your brand, be authentic and conquer the market!

VIEW ALL ARTICLES

You May Also Like

Everyone Has Something to Teach Us

Don’t let pride keep you from learning and expanding your skill sets. Create a “learning zone” where knowledge is freely shared.

Everyone Has Something to Teach Us

By parking our pride, we will build skills at work and life

I feel bad for those who believe themselves superior to those around them in everything they do, because they’re missing amazing opportunities to grow, not just as a professional but as a human being.

Reducing Worries for Dealership GMs

No GM wants to be pulled away when something comes off the rails or slammed by unexpected events they thought were being managed by our products.

Reducing Worries for Dealership GMs
Why Dealers Should Care About the Coming Auto Insurance Recovery

The anticipated upswing of the auto insurance market in 2024 — and lower insurance rates that come along with it — should have dealers celebrating.

Why Dealers Should Care About the Coming Auto Insurance Recovery - Polly
Navigating Shrinking Margins: Acquisition Lessons from the Stock Market for Dealers

Initiatives are being developed to ensure that dealers can access the necessary vehicle data without facing prohibitive costs, aiming to make vehicle data more affordable and efficient.

Navigating Shrinking Margins: Acquisition Lessons from the Stock Market for Dealers
Unleashing the Power of Customer Data with CRM, AI and Analytics

From the moment a potential buyer expresses interest, to post-purchase engagement, every interaction can be optimized for a seamless and personalized experience.

Unleashing the Power of Customer Data with CRM, AI and Analytics

Other Posts

Document Management Solutions Keep Your Dealership FTC Compliant

Staying in compliance can be an overwhelming and costly endeavor, but failing to comply can result in fines reaching upwards of $50,000.

Document Management Solutions Keep Your Dealership FTC Compliant
Google Analytics for Dummies

GA4 can help you understand which marketing sources drove traffic to your website, allowing you to compare one to another.

Google Analytics for Dummies A Simple GA4 Guide for Non-Analytics People
Riding the Wave of Innovation: How Advanced Data Tools Are Transforming Automotive Appraisals

The ability to customize appraisal tools according to specific dealership needs and market dynamics ensures that appraisals are closely aligned with strategic goals, giving dealerships a competitive edge.

Riding the Wave of Innovation: How Advanced Data Tools Are Transforming Automotive Appraisals
Selecting the Ideal Car Lift for EV Servicing

When choosing the right car lift for servicing electric vehicles there are several key factors to consider.

Key Factors in Selecting the Ideal Car Lift for Electric Vehicle Servicing- Coats