The easiest way for a customers to lose trust in their car dealer is to feel that they’re not disclosing everything that they should. Incentives, whether from the manufacturer or other financial institutions, are rarely disclosed properly on dealer websites. It’s not that the dealers are trying to hide it. There are simply a lot of potential incentives and they rarely fit on a contact form.
If you dig deep enough, you’ll probably find all or most of them somewhere on the site, but there are services like Automark that do this directly on the vehicle pages themselves. This method is preferred since it gives customers the ability to put themselves into a category in order to learn more about the incentives that they can get.
Here’s an example of an Automark contact form:
You’ll notice that there are ways for people to apply their own situation into the contact form. This is important in getting customers to request information and to trust that the dealership will disclose everything if they decide to buy there.
Most forms give people no reason to contact the dealership because their website provider is not providing real transparency.