How can you build trust with leads?

1 Be prepared

Before you contact a lead, do some research on their needs, preferences, and budget. Use the information you have from your CRM, website, or referral source to tailor your approach and offer relevant solutions. Show that you care about their specific situation and that you are not just trying to sell them any car. Anticipate their questions and objections and have clear and honest answers ready. Being prepared demonstrates that you are professional, respectful, and attentive.

2 Be personal

People buy from people, not from robots. Use your lead's name, listen actively, and share some details about yourself to create a connection. Use a friendly and conversational tone, but avoid being too casual or familiar. Respect their time and preferences, and ask for permission before sending them emails, texts, or calls. Use humor, stories, and testimonials to make your communication more engaging and memorable. Being personal shows that you are human, likable, and relatable.

3 Be transparent

One of the biggest reasons why customers distrust car salespeople is because they fear being misled, pressured, or ripped off. To overcome this barrier, you need to be transparent about every aspect of your sales process, from the features and benefits of the car, to the pricing and financing options, to the terms and conditions of the deal. Don't hide or exaggerate anything, don't use jargon or vague language, and don't make promises you can't keep. Provide proof and documentation whenever possible, and explain the reasons behind your recommendations. Being transparent proves that you are honest, fair, and trustworthy.

4 Be helpful

Your role as a car salesperson is not to sell cars, but to help customers solve their problems and achieve their goals. To do this, you need to focus on the value and outcomes that your car can provide, not on the features and specifications. Ask open-ended questions to understand their pain points, motivations, and expectations, and listen to their feedback and concerns. Offer solutions that match their needs and wants, and highlight how your car can improve their situation. Provide guidance and education throughout the buying journey, and follow up with them after the sale. Being helpful shows that you are knowledgeable, supportive, and reliable.

5 Be consistent

Trust is not something that you can build in one interaction, but something that you need to maintain and reinforce over time. To do this, you need to be consistent in your words and actions, and deliver on your promises. Follow up with your leads regularly, but not too frequently, and keep them updated on the status of their inquiry, application, or delivery. Provide them with valuable information and resources that can help them make an informed decision. Keep your communication style and tone consistent across different channels and platforms. Being consistent shows that you are dependable, attentive, and committed.