Shop Talk

Do Your Customers Trust You?

While we build telephone message on-hold and in-store digital signage and digital menu board programs specifically for the automotive industry, the problem we’re really trying to solve in the space is trust. We want to facilitate and build trust between the dealers (our customers) and the drivers (your customers). It’s a consideration in every decision we make. Trust and of course, our impact on the financial fitness of our customers.

Our research shows that drivers have less and less interest in how their car works. What they care about is having a dealer they can trust. So we focus our attention on tools and a very thoughtful content strategy that puts our dealers in a position to win and keep the hearts and minds of their drivers. A strategy that makes the dealer the trusted expert. Not a gadget. We’re passionate about developing customer loyalty for our dealers. Customers that return year after year. Not just a higher ticket price.

We’re constantly on the look out for new and innovative ways to do this.  But we’re mindful of the “classics”, too. Take a look at this article Show Don’t Tell and leave a quick comment below. Do you take drivers out to the vehicle while it’s on the lift? Why or why not? (1 Posts)

Wil started Vital Media in 1998. Actually, it was called Soundmill Studios then and it was a recording studio. By 2002 the company had an exclusive focus on helping small businesses with content development services. Since then, Wil has lead the team to #605 on the Inc. 5000 list, the Charlotte Fast 50 and a routine finalist in Business Journal's “Best Places To Work”. Wil enjoys making music in his project studio, hanging out with the family and volunteering at the kid’s school on the Board of Trustees.


  1. February 17, 2015

    Yes, we always try to get the customer out to their vehicle to see the issue when we can and certainly when they request it. It helps show credibility in our suggested repairs or, in some cases, prove that there is not real problem. This is especially true when they come in for a “second opinion” with a crazy estimate from a less-than-ethical shop that they’re worried about. There’s no hidden agenda here, and there’s no reason not to. We just feel comfortable showing the customer the issue (or lack there of) actually standing at their vehicle. We want people to see and understand what needs to be repaired or serviced on their car first hand. The feedback we get sometimes is that other shops say they can’t take customers back in the service bays for liability insurance reasons. That is not true; we made sure of it with our current carrier, Travelers. So long as we escort the customer and make sure, when appropriate, that they have eye protection and are reminded of the slipping/tripping & other hazards. It’s all good. We’ve done this for the 25 years we’ve been in business. Customers love it…and our bays are generally cleaner and neater than they expect anyway…another way to build image and cred. :)

    • Wil
      February 18, 2015

      Al, That’s great insight. Thanks for sharing!

  2. February 23, 2015

    Good read. I know from having my car worked on before there has been many times the mechanic want to show me something but cannot take me into the bay for insurance reasons. That would make a great opportunity for shops to place a screen in the desk. Here is an idea. As a service man finds things wrong snaps a photo for the front desk people to explane to the customer. With some of the cheap FPV stuff that has come out of quadcopter tech a customers could see and hear what the mechanic sees and hear from the safety of the office showroom.

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