TO THE EDITOR:
Dealers are missing a prime opportunity to stand out from the rest of the pack by bringing their coronavirus safety processes to life for customers ("Don't disrespect worker, shopper fear of COVID-19," May 4). Check most any dealer home page, and chances are you will only see "a message from the management" in tiny print that links to text basically repeating the suggestions from the U.S. Centers for Disease Control and Prevention.
Rarely do you see the use of graphics, images or video personalizing what that store is doing specifically. If I were a customer, and especially a senior customer, I would be wondering what specifically dealers are doing to ensure my safety.
Far too many dealers appear to believe that customers are only interested in whether they are open or not. And "price and item" still dominate the messaging on many home pages and on-site signage.
For many customers, first impressions will be triggered by personal safety like never before. On the Web or in person, eyes will be drawn to what that dealer is doing specifically to protect customers from coronavirus infection. A feeling of comfort with respect to personal safety builds trust. And as Bozard Ford-Lincoln Fixed Operations Director Ed Roberts has told me many times, trust opens the door to a successful experience.
ROGER CONANT, Houston, The writer is a retention specialist for a large dealership group and has worked 20-plus years in auto retail.
