Reputation plays a huge role in the success of your dealership. Now, more than ever, potential customers are considering the experiences of their peers before deciding where to buy a car. Whether new or used, customers are referring to reviews on Google, DealerRater, and Facebook to help steer them in the right direction.
According to ReviewTrackers.com, 68% of shoppers who were surveyed reported that they rely on reviews before making a decision. That means that just about 7 out of every 10 potential shoppers will check your reviews before coming in. What are they seeing when they search for you?
The good news is that you probably already know this, so it’s not a surprise. However, have you put a plan in pace to generate positive reviews for your dealership? Many dealership managers know it’s important but aren’t quite sure how to go about it or simply don’t have the bandwidth to make it happen. Here a few quick tips to increase your online reputation.
Give ‘em a Reason!
Your sales staff has a lot do from taking an up, to test drives, to follow up, to CRM data entry, to paperwork. With all of that going on, they might be inclined to add reviews to their plate. However, just like they are incentivized to sell a call, they should be incentivized to sell the dealership which is exactly what reviews do. Offer your sales staff a small bonus or incentive for getting reviews. Of course, you’ll want to emphasize that the reviews must be legitimate. The user must have purchased a vehicle from your dealership. It’s perfectly fine for them to reach out to past customers as long as they’re real customers!
How am I Doing?
Get your sales staff to get personal reviews. This way when they try to make an appointment or follow up with a potential customer or a “Be Back” they can reference their excellent reputation as a sales -person. How powerful would it be for the sales person to say “Don’t take my word for it. Google me!” If you missed our blog regarding customer experience, there’s more information on what individual sales reps can do here. A little bit of personality and trust will go a long way with customers.
If you have a serious lack of reviews or a low rating that needs some help, our Reputation Revival program could help you. Everyone needs a little boost now and then, and that’s exactly what this program does. There are two different phases. The first phase helps you generate more reviews. It helps instantly post the positive reviews, and helps you address any negative reviews right away. This not only helps your reputation online, but also the customer experience and the community’s perception of your dealership.
The second phase helps promote your positive reputation to users who are currently in the market shopping for your vehicles. Ads are delivered to these users in real-time highlighting REAL reviews that you’ve generated. Since we know 68% of shoppers rely on these reviews, it’s a powerful message shown at the right time.
Automotive Reputation Management is a necessity, but not always an easy task with busy schedules and a tough industry. These three tips can have you on your way to a better reputation and a better customer experience. Remember – don’t be afraid to ask for a review and don’t let your sales staff be afraid either. Give them something great to write about!
Christine has spent the last 13 years strategizing, executing, and optimizing digital campaigns. She is certified in a variety of digital tactics including SEO, SEM, Social Media, Display Advertising, Email Marketing and Mobile Advertising and has been published several times on PRDaily.com. She has hosted digital trainings, been a guest lecturer for Graduate classes, and has spoken at the Digital Dealer conference. Outside of the office, Christine is a roller derby coach and also teaches Digital Marketing at William Paterson University.
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