{"id":119290,"date":"2018-07-30T20:53:18","date_gmt":"2018-07-30T18:53:18","guid":{"rendered":"http:\/\/www.myza.co.za\/no-sale-without-trust-says-autotrader\/"},"modified":"2018-07-30T20:53:18","modified_gmt":"2018-07-30T18:53:18","slug":"no-sale-without-trust-says-autotrader","status":"publish","type":"post","link":"https:\/\/www.myza.co.za\/press\/no-sale-without-trust-says-autotrader\/","title":{"rendered":"No Sale Without Trust, says AutoTrader"},"content":{"rendered":"

No Sale Without Trust, says AutoTrader<\/a>: <\/p>\n

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George Mienie, AutoTrader CEO<\/p>\n<\/div>\n

\u201cToday\u2019s auto consumer is ready to buy before he or she steps onto the shop floor,\u201d said George Mienie, AutoTrader CEO, in his presentation at the annual Dealership Master Class event. \u201cThey have already completed extensive research at home. The question we all need to be asking ourselves, then, is how to attract that already decided sale, when the internet allows total comparative shopping from the comfort of the consumer\u2019s home?\u201d<\/p>\n

Mienie\u2019s answer, echoed by various industry players talking that day at Radisson BLU Hotel Gautrain on 19 June 2018, was direct. \u201cIn today\u2019s highly competitive online marketplace, with each page crowded with competing adverts, it is trust that is the key to making a sale,\u201d he said.<\/p>\n

\u201cFor a consumer, buying a car is a journey, not an event,\u201d said Mienie. \u201cConsumers are influenced by everything you do online, including the way you present yourself on third party sites. The consumer is constantly asking, \u2018can I trust this dealership?\u2019 We understand that our every action is an opportunity to connect, and foster trust.\u201d<\/p>\n

\u201cPeople looking to buy a car use 24 different touch points online, on average,\u201d said fellow panelist Lee Manning. Manning is the founder of Armchair Marketing, an award-winning UK-based agency that offers highly targeted, online automotive advertising solutions. \u201cStanding out as a dealer means understanding your customer, understanding that journey.\u201d<\/p>\n

Gareth Cliff, founder of the widely popular CliffCentral and MC for the day, added that his solution to fostering consumer connection is to focus on quality, an element often lacking in today\u2019s click-bait landscape.<\/p>\n

\u201cAdvertising has become expensive and ineffective,\u201d said Cliff. \u201cThe best way to get in to people\u2019s lives is to give them content they care about.\u201d<\/p>\n

\u201cInstead of an audience huge in number, rather have an audience high in quality,\u201d Cliff continued. \u201cYou can create trust and feeling in so many more ways now. You don\u2019t have to talk to a guy in a suit to get that done.\u201d<\/p>\n

Neil Smith, Operations Director for Imperial Cars, a UK-based dealership that has shown exponential growth over the past 5 years under Smith\u2019s stewardship said \u201cit\u2019s not just about retailing vehicles, it\u2019s about how we retail them. We have a no negotiation policy, and that\u2019s one way we\u2019ve built trust. The price consumers see on our website is the price they will pay. Many people are put off by the haggle\u201d he comments.<\/p>\n

\u201cConsumers know you make a profit and they are ok with it\u201d said Mienie. \u201cThey want to know how you got to that retail price. Giving this info away, might be a good way to be transparent and build trust?\u201d he mused.<\/p>\n

For AutoTrader, the steering of their brand from a previously print only publication to becoming South Africa\u2019s go-to online motoring marketplace has been an exercise in repeatedly re-investing in their relationship with their customers.<\/p>\n

\u201cEveryone thought the internet was a lead generator \u2013 I\u2019ll slap on content and I\u2019ll get leads. It\u2019s not like that,\u201d said Mienie. \u201cConsumers think with feeling. The data means nothing without touching someone\u2019s heart.\u201d<\/p>\n

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