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driving-digitalWe had well over 100 dealers join us at the NFDA Driving Digital Roadshow where the delegates enjoyed a thought-provoking session hosted in the South by Ken Savage and in the North by Peter Jones, who both outlined why Trusted Dealers was created and how it works for their respective businesses.

Sue Robinson from the National Franchised Dealers Association (NFDA) had already talked about the NFDA’s new partnership with Trusted Dealers and the value of Trusted Dealers in the promotion of the new Aftersales 10 Points of Difference underpinned by NFDA standards.

With further presentations from Google as well as Trusted Dealers what struck me was the common message from the NFDA, Google, Trusted Dealers and What Car? around delivering an excellent customer experience, both online and offline.

Alex Rose and Hugh Dickerson from Google gave their vision on trends in digital over the next few years as well as an insight into search marketing which tied in nicely with Trusted Dealers’ new search option for dealers – Trusted Search. They revealed recent research that people touch upon 18 different points of information before they visit a dealer which can take the form of search engines such as Google, “real world” discussions with friends and family, social media interactions on Facebook or Twitter as well as visits to online classifieds such as Trusted Dealers.

In the end, buyers will only visit 1.3 dealers on average before making that all important buying decision so the importance of having good quality pictures of stock and specification on your website as well as a consistent call handling service and logging were underlined.

Chas Hallett, editor in chief of What Car?, rounded off the sessions by challenging delegates to think about consumers, particularly female consumers, and the car-buying process citing that normal people don’t buy cars the way that car dealers do.

Chas reminded us all that a poor experience either in the sales department or in aftersales service can undermine all that hard work, which served as a powerful and insightful finale.

To find out more about Trusted Dealers, why not give us a call on 01423 506272.

Posted by Leana Kell on 10/07/2013