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Does Your Dealership Have An Online Personality? Give It One.

When you think of the word, personality, you often envision an individual or person and it is hard to try to apply this noun to a business. After all, the word person is in the word personality. However, when we look at the definition of the word from Wikipedia, we can gain a deeper understanding of this noun.

Personality is the particular combination of emotional, attitudinal, and behavioral response patterns of an individual.”

Again, you may be wondering how you can apply this to your dealership. In order to do this, take a closer look at what really makes up your dealership… the people. Cars would not be sold or serviced without the team of people you have at your dealership, nor would customer service be provided. Ultimately, the people make up your dealership.

Therefore, it is simple enough to see that the word “individual”, in the definition of personality, can be easily swapped out with the word “business” when creating a personality for your dealership.

Within the physical location of your dealership, you have an overall understanding of what is expected of you when you are providing customer service, making a sale, or servicing a customer’s vehicle. There is a mission in mind.

Some of the expectation you may have at your dealership could be:

  • Be patient and courteous with each customer.
  • Listen to what the customer is looking for in a vehicle and supply that vehicle.
  • Go above and beyond in providing customer service.
  • Show customers the features within the vehicle they are thinking of buying or have purchased.
  • Follow up with each customer after they have bought a vehicle or have had one serviced at your dealership.

These are only a few of the expectations your dealership may have, but they all have an important mission in mind for the people who work there – Show a personality that you are knowledgeable, helpful, and a provider of excellent customer service. Therefore, the expectations you have at your dealership creates the personality of the dealership.

Now take these expectations and the overall mission you use at the physical location of your dealership and apply them to your online social networks.

Give your dealership an online personality by sharing what you already know and by using the expectations you have at your dealership to create an online personality.

How to create an online personality for your dealership:

  • Share the information you would to your possible and loyal customers at your dealership, about vehicles and their features, to those on your social networks. Use text, photographs, and videos to highlight what your dealership has to offer. Give the same personality you would towards physical customers to online customers.
  • Respond to your customers online. Just as you would not ignore a person who walked through the doors of your dealership, do not leave comments on your social networks without a response.
  • Follow-up with customers who have left positive or negative sentiments on your social networks, just as you would if someone had walked into your dealership and expressed them there. The personality of providing excellent customer service needs to transfer offline to online.

Your dealership could not survive without the people who come to your physical location and without those who work inside of it. Always keep that in mind when you are looking to present your dealership to the online world.

Use what your dealership already knows that works at your physical location to build an online personality to reach a completely new audience of potential customers and to re-connect with those who have enjoyed your dealership’s personality in person.

Views: 173

Tags: Dealership, dealerships, for, media, online, personality, social


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Comment by Amanda Ryan on November 30, 2013 at 8:20am
Thank you,Tom! I completely agree for no matter where your dealerships presence is, customer service needs to be provided and from it, a personality is formed.
Comment by Big Tom LaPointe on November 30, 2013 at 8:14am

great piece. all businesses need to focus on every aspect of their customer relationship

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