Who said plumbers were unreliable?
I recently read an interesting story about an elderly man and his boiler. One day Mr Thompson had trouble getting his heating to work. He picked up the yellow pages to find a plumber to come and fix it.
The plumber duly arrives at Mr Thompson's house, he gets out his tools and immediately looks at the boiler, “blimey this is a bit of a crock!”. The plumber walked around all the pipes and eventually took out a hammer and knocked one of the pipes a few times. After some initial clangs and groans the house gradually started to warm up.
The plumber said “there you are, it was an airlock in your pipes, that's shifted it”. When asking how much he owed the plumber, it came as a surprise to Mr. Thompson when he replied nothing at all. He simply asked Mr. Thompson to think of him when his tired old boiler would finally need replacing.
When sharing this customer experience to his son he stated how he wasn't going to bother to get other competitive quotes when the time came. The selfless act of the plumer was enough to convince Mr. Thompson that he was dealing with an honest man who could be trusted to help get the job done at a fair price.
Some car dealers already behave the way that our plumber did. Like him they're also building a brand which is trustworthy and reliable, creating a loyal client base over time which appreciate this level of customer service.
What car dealer marketing activity could you give away in order to build more trust with your customers?
How about free, helpful advice on your Facebook page? Here is an opportunity to start engaging with new and old alike, presenting yourself as you want to be seen - helpful and reliable. Having an active Facebook page, which you actively promote in your dealership helps to create an easy way for customers to contact you when they want to or need to. Bit like the plumber.
