In today’s dealership environment, trust and transparency aren’t just nice-to-haves - they’re the foundation of every successful customer relationship. From the moment a shopper lands on your website, they’re forming impressions, building expectations, and deciding whether your store is worth their time.
You're Building a Relationship Before You Even Know It
As sales coach Matt often says:
“You’re building a relationship with your customer from the moment they hit your website. They advance it by submitting a lead. You have to take it from there—and for 11 years, we’ve seen how often dealers drop the ball, leaving customers frustrated and seeking clarity.”
Let’s walk through a real story. We’ll call her Angela.
Angela’s been browsing online for weeks. She finds a 2019 Toyota RAV4 listed at $21,999. Clean Carfax. Professional photos. The listing invites her to “Get E-Price – Schedule Your Test Drive Today.”
She submits a lead with a simple question:
“Is the price listed online the out-the-door price, or are there any additional dealer fees?”
A relationship just advanced. She’s giving the store a chance to earn her trust.
The Breakdown
What does she get in return?
A templated email:
“Hi Angela! Thanks for your interest in the 2019 RAV4. We’d love to invite you in for a test drive! When can you come in?”
No mention of her question. No acknowledgment of her research. Just a generic message.
Still hopeful, Angela drives an hour to the dealership. She’s greeted with:
“Oh, yeah, so the price online doesn’t include reconditioning, certification, or the doc fee. So it’s more like $24,500.”
Angela feels tricked. Lied to. She walks out and later posts a scathing review:
“Classic bait and switch. Price online was fake. Wasted my time.”
That’s not just a lost sale. It’s a burned relationship, a negative review, and a damaged reputation.
The Alternative Path: Transparency Wins
Now imagine a different response.
Angela submits the same lead. This time, the salesperson calls her directly:
“Hey Angela, I saw your question about the RAV4. I want to be up front—it’s listed at $21,999 before reconditioning and our doc fee. Total out-the-door would be around $24,500 depending on your registration. I know that’s not what anyone wants to hear, but I also know no one wants surprises.”
Angela feels respected. She may still shop around, but she won’t feel deceived. And she’ll likely come in—because trust was built before she ever stepped foot in the store.
Lessons from Brands and Coaches
Matt’s coaching often draws from powerful real-world examples that show how honesty and clarity can transform customer perception:
- Domino’s “Our Pizza Sucks” Campaign (2009)
Domino’s ran a bold campaign admitting their pizza wasn’t good. They showed real customer feedback and detailed how they improved their recipes and ingredients.
Why it worked: Radical honesty humanized the brand and sparked a major turnaround in public perception and sales. - Warby Parker’s Transparent Pricing & Try-On Model
Warby Parker disrupted the eyewear industry by exposing the high markups of traditional retailers. They offered transparent pricing and a risk-free home try-on program.
Why it worked: Customers felt respected, informed, and in control of their buying experience. - Jerry Maguire (1996)
In the film, Jerry makes a dramatic shift—fewer clients, more personal care, and radical honesty.
Why it resonates: Even in a fictional setting, it shows the emotional and commercial upside of sincerity over spin.
These examples prove that authenticity sells—because it builds trust.
The Real Lesson: Trust Builds Loyalty
Customers aren’t starting their journey when they arrive—they’ve already done the homework. They’ve read reviews, compared prices, and formed expectations. They’re not just looking for a car—they’re looking for a dealership that treats them like a human, not a conversion.
When your team leads with clarity—yes, even if it means losing a few price shoppers—they win something far more valuable: trust.
And trust builds sales, loyalty, and a reputation you can’t buy.
If you’re looking to improve your customer experience and turn more leads into loyal buyers, our Internet Sales Coach program can help. With expert guidance, real-world coaching, and proven strategies, we’ll help your team lead with clarity, build trust from the first click, and close more deals the right way. Let’s talk about how we can support your store.
