10 Ways to Use Social Proof to Boost Trust in Your Dealership

Welcome back to our series on building customer trust in your auto dealership! So far, we've covered several areas, including how customer service, education, and communication can help establish trust. Today, we're focusing on social proof to enhance your dealership's credibility and reliability.

We'll start by discussing what social proof is and why it's so powerful. After that, we'll dive into ten ways auto dealers can use social proof to build trust. Get ready for actionable insights in the discussion below!

What Is Social Proof?

Social proof is the psychological concept that people tend to look at the actions and opinions of others to guide their own decisions. It's especially compelling in situations of uncertainty or when there are a lot of choices. How do you evaluate options when there are so many to choose from, and they all seem the same? You look to the opinions of others—both friends and even other consumers you don't know.

The power of social proof lies in its ability to influence both sentiment and behavior. When customers see that others have a good experience at your dealership, their trust in your business grows, even if they're not in the market for a vehicle. When they want to purchase, they'll look to the opinions of family, friends, and the community to decide which dealership to buy from.

According to research:?

• 98% of consumers read online reviews to make decisions about businesses
• 72% of consumers trust a business more as a result of positive reviews and testimonials
• 81% of consumers trust the advice of family and friends over advice coming from a business
• 46% of customers trust online reviews as much as they trust recommendations from family and friends

Given the ability of social proof to impact sentiment and behavior, dealership owners should learn how to leverage this tool to build trust and attract new customers. In the next section, we'll discuss various strategies your dealership can use to harness the power of social proof.

10 Ways Dealerships Can Use Social Proof

Ready to boost trust and credibility at your dealership? Here are ten practical ways to use social proof to enhance your reputation among potential customers.

1. Customer Reviews?

Display positive reviews on your website, social media, and in advertisements. Highlight specific quotes demonstrating your strengths and unique selling proposition (USP). Chances are you already have reviews to choose from on major sites like Google and specific auto dealership review sites. You should also make it a habit to ask for reviews from each customer who buys from you or gets their vehicle serviced in your shop. According to research, 77% of users would leave a review if asked!?

One of the simplest and most effective ways to ask for a review is via text message. Did you know you can send text messages from the FranchisePhones? cloud phone system or our new product, Clarity Cellular? Check out the links to learn more, and read this blog for other great ways to use business testing.

2. Video Testimonials?

Video is among the most popular ways to consume information these days. It's a great addition to your marketing strategy and works perfectly with social proof. If a customer is a real fan of your dealership or raves about their experience with you, ask them if they'll share their positive experience in a video. You use these videos on social media and your website. In fact, 87% of marketers say that video marketing has increased the dwell time on their website. Video testimonials provide a personal touch and allow prospects to hear from real people who vouch for your business.?

3. Social Proof Widgets

Social proof widgets are a new way to showcase customer activity on your website. For example, you can display the visitor count of the page they're on, highlight recent customers/sales or people who have requested a test drive, fetch current reviews from review sites, show your latest social media content and more. Social proof widgets are commonly used in the world of e-commerce, but there are creative ways that dealerships can use them too.

4. Social Media Mentions?

Monitor social media channels to find out what people are saying about you. Respond to negative comments and thank those with a kind word to say. You can also share their posts on your own profile – for example, a customer who takes a picture of their new car and tags your dealership. Known as user-generated content (UGC), these posts are powerful endorsements from real people, and they help you fill your social media pages with great content, too!

5. Awards and Recognition?

Display any awards or recognitions your dealership has received prominently on your website, showroom, and marketing materials. Awards provide third-party validation and reinforce your dealership's credibility and commitment to excellence. Highlighting these achievements can differentiate your dealership from competitors and assure potential customers of your trustworthiness and quality.

6. Endorsements

Although not the easiest piece of social proof to gather, if you can get an endorsement for your dealership, you'll want to spread the word on your website, social media, email, and advertisements. For example, it could be an endorsement from a local celebrity, an influencer, an industry expert, or a respected business. Leveraging the credibility of well-known figures and organizations can enhance your reputation and boost trust.?

7. Milestone Celebrations

Celebrate significant milestones that convey an element of social proof. For example, the number of cars sold in a given period (month/year), social media followers or growth, and even the number of years you're in business. Publicizing these achievements allows you to highlight your success and popularity among the community and gives you a chance to thank your customers.?

8. "Wisdom of the Crowd" Statistics

"Wisdom of the Crowd" social proof is one of the forms of social proof discussed by marketing experts like HubSpot and Buffer. It refers to social proof where a large group of people endorse your brand. Some examples of using this form of social proof are talking about your high overall rating on review sites (e.g., 4.7 out of 5 stars after 200 ratings) or the number of five-star reviews you've received. By promoting these numbers, you show that many people have enjoyed a positive experience with your dealership and convince others that they can expect the same.

9. Referrals?

Social proof is about showing others that people are saying positive things about your dealership. One way to get them talking is to ask for referrals. You may offer incentives like service discounts or gift cards for existing customers who refer friends and family to your dealership. You can also encourage them to post on social media to reach a wider audience. Like reviews, sending a text message after a purchase or service visit is a perfect way to ask for referrals.?

10. Media Attention

A final way to leverage social proof is to get featured in local newspapers, radio shows, or TV segments. Being covered by reputable third-party sources builds significant trust and authority while exposing your dealership to a broader audience. You can promote these stories on your social channels or via email and create a special page on your website to display media coverage.?

Trust Building Through Social Proof

Social proof is a powerful tool for building credibility and trust in your dealership. By using the various forms of social proof available to you, you can enhance your reputation and draw in new prospects.

Our next article in this series will explore how after-sales communication can also enhance trust. We look forward to sharing more valuable tips with you soon!