Dealership reviews are basically your customers’ opinion about your dealership’s performance. Lately, they seem to play an important role in generating auto sales leads and making more sales for dealerships.
According to Digital Air Strike in their first study on Automotive Dealership Social Media and Online Reputation, nearly 70% of the 275 car buyers they surveyed, who purchased a car in the last 6 months, said that dealership reviews influenced their decision on which dealership to visit. 50% of the car shoppers said that the reviews affirmed their decision to visit a dealership and 18% either changed their initial choice of dealership because of reviews or the reviews were the only reason for visiting a dealership. The top review sites according to the study are Edmunds, Cars.com, Yelp, and Google Reviews in their respective order.
Moreover, 68% said that dealership reviews helped them in their vehicle purchase decision with nearly 30% who said they purchased from the dealership because of the positive reviews they had read about it.
Since car shoppers give importance to dealership reviews when they shop for cars, dealership reviews then can be considered as an important factor in a dealership’s sales generation strategies. If this is the only time you realize this or if you want to improve your campaign for dealership reviews, here are some pieces of advice.
1.) When you have a customer who just bought a car from your dealership or availed of your services for the first time, ask them for feedback. Have them sign a comments/suggestions form or complete a short survey or an evaluation sheet. Make sure to get feedback from your customers so you would also know which aspects of your dealership are performing well or needs improvement.
2.) Solicit reviews. Ask your existing customers to write a review for you by writing about their experience in your dealership or the car model they have purchased from you. If there are customers who are not satisfied with your products or services, address the problem immediately before you let them go and work to improve on that.
3.) Publish the reviews. You can ask your customers to drop their reviews in to popular review sites by providing them the links. Make sure that your dealership website also has a page dedicated for reviews. You can actually show some snippets of each review on the home page. Print them also on your brochures telling your auto sales leads why they should buy from you. You can also include some reviews on your advertising materials.
4.) Publish only genuine opinions. Never fake reviews just for the sake of attracting car shoppers. Keep in mind that being online is about building reputation. You can do that by simply not faking opinions about your dealership.Tags: auto dealer leads, auto sales leads, automotive dealership marketing, marketing auto dealerships