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A Question of TrustBack

Building up a brand that people can trust is one of the hardest aspects of any business, so it pays to provide your customers with the best experience possible from the minute they set foot in your real or virtual forecourt.

The first few moments of any exchange, whether it is online, on the telephone or on the forecourt are critical to the opinion the customer forms of your business. You really do “never get a second chance to make a first impression”.

This apparent first Moment of Truth (MOT’s were first mooted by SAS Airlines Jan Carlzon in the 1980’s) is so easy to get wrong and many buyers will only purchase from someone they immediately feel they can trust.

Your fully trained, well turned out enthusiastic staff are ready and waiting for that call, email or visit to reassure buyers that you are a brand they can rely upon.

But before they get to this point what can you do to convince them to use you over the proliferation of dealers and websites available?

With a name like Trusted Dealers, it is very important that we show potential buyers we are indeed a brand that can be ‘trusted’ and that our members and advertisers can be too.

That’s why we look to reassure our customers throughout every step of the buying process. One of the ways we do this is to offer all of our users the unique 10 Points of Difference promise, to reassure potential buyers that if they purchase a used car from a dealer on our website, we can guarantee it has not been lost or stolen.

As part of our 10 Points of Difference our dealers also promise to carry out a full pre-delivery mechanical inspection, theft and write off checks and outstanding finance and mileage checks as well as providing a minimum of three months’ MOT and a warranty, so that our member’s buyers have total peace of mind when they leave the forecourt.

By creating a partnership with What Car? a high-profile, well trusted brand, we want to prove to potential customers that we can deliver a premium service. Consumers identify more easily with well known brands meaning that they are more likely to respond to marketing collateral and ultimately buy from the dealer.

What Car? has chosen Trusted Dealers as exclusive supplier for What Car? Approved Used because of our 10 Points of Difference as well as the reputation of our existing members, and the new partnership demonstrates to consumers that What Car?, together with Trusted Dealers is now among the safest places to buy a used car online throughout the UK.

Cars offered for sale through will be listed on and given exclusive use of What Car? Approved Used branding which dealers can then use throughout their dealership as well as in a variety of marketing collateral and online, to provide their own brands with further credibility.

Offering a reliable and trustworthy service to customers is important, but making sure you can guarantee repeat sales in the future relies heavily on the level of your aftersales care. Providing people with peace of mind from the outset will ensure that they feel comfortable to return to your business over and over again.

Posted by Leana Kell on 01/11/2012