Introduction
With auto loans carrying a higher interest rate than they have in past years, consumers are on the search for just the right opportunity. But, it’s not always about rates and dollars. Consumers are also looking for a dealership where they can receive great service and work with people they trust, in fact a study conducted by Autotrader found that 54% of consumers would buy from a dealership that provided an ideal purchasing process, even if their price was not the lowest. Meanwhile, according to SalesFuel, 59% of consumers said that reputation was the most important factor when choosing a dealership to visit or buy from and according to Google, 81% of consumers use Google to evaluate local businesses. The stories told by past customers in your Google reviews and those elsewhere, paint a picture on what a consumer experience might be like for a prospective buyer walking into your dealership. Knowing the influence your online reviews impose on buying behavior, you must focus on this communication vertical if you want to drive more traffic to your showroom.
Positive reviews not only boost your dealership’s credibility but also influence potential customers’ decisions. On the flip side, negative reviews can harm your reputation and deter potential buyers from even walking through your front doors. Even one off-putting review can impact the consumer behavior of some prospective customers. As a business leader, are you studying your online review data? Do you know how your scores have been trending in recent months? Do you know if your review volume is consistent? What about your level of engagement through online responses? Those responses provide you the chance to share your own message, which can in turn paint a picture of the first-class service your dealership provides, and if you are not responding, putting plans in place to have an active voice can position you above some of your competition.
In this blog, we’ll explore three strategies that can have a significant impact on the quality and quantity of your customer reviews.
- Deliver Exceptional Customer Service
This goes without saying, though we will offer this advice anyway. The foundation of any positive review starts with excellent customer service and treating your buyers as a guest in your showroom, rather than a transactional customer. When customers feel valued and well taken care of, they are more likely to leave positive feedback. Here are some key ways to ensure exceptional customer service:
- Make your visitors feel welcome. Greet everyone that walks through your front doors and coach your team members on how to quickly qualify each visitors to assess their needs for that particular visit. Educate, inform and be available for questions, but also offer space. Provide amenities such as a coffee, soft drink or juice bar. Knowing that consumers value self-service options, evaluate what can be done to offer that level of comfort.
- Train and Empower Your Staff: Provide comprehensive training to your sales and service teams to ensure they understand the importance of customer satisfaction. Empower them to resolve issues promptly and effectively.
- Personalize the Experience: Make customers feel special by addressing them by their names, remembering their preferences, and offering tailored solutions to their needs.
- Timely Communication: Keep customers informed throughout the buying process or service appointments. Offer an Omni-channel experience, communicating with guests on the channel of their choice. Be proactive in addressing any delays or issues that may arise.
- Resolve Issues Gracefully: Mistakes happen, but how you handle them can make all the difference. Apologize sincerely and work towards a solution that leaves the customer satisfied.
- Encourage Reviews
To increase the quantity of customer reviews, you and your team should actively encourage customers to leave feedback. Here’s how to do it effectively:
- Request Reviews: After a successful sale or service appointment, politely ask customers to leave a review on platforms like Google, Yelp, or your dealership’s website. Let your customers know that their review will provide great value to their fellow car-buyers who will soon be going through this process on their own. In addition to verbal invitations, electronic tools are also an option, or you might even place a bottle of water in the customer’s car, wrapped with an invitation to share a review (QR code and all).
- Timing Matters: Send review requests at the right time. Ideally, this should be shortly after the customer’s positive experience, ensuring their feelings are still fresh.
- Make It Easy: Simplify the review process. Provide direct links to review platforms in your follow-up emails or text messages.
- Monitor and Respond to Reviews
Effective review management goes beyond just collecting positive reviews; it involves actively monitoring and responding to all reviews, both positive and negative:
- Monitor Regularly: Keep a close eye on all review platforms and social media channels where your dealership is mentioned. Set up notifications to be alerted to new reviews promptly. If your business earns reviews on multiple platforms such as Yelp, Google, DealerRater and more, a reputation management platform like My Review Concierge may be of value.
- Respond to All Reviews: Fortunately for you, there is still a large population of business owners who are not responding to their reviews and this provides opportunity for you to stand out from the competition. Respond to every review, whether it’s a glowing testimonial or a negative comment. Acknowledge and thank customers for their positive feedback and address concerns in negative reviews professionally and empathetically.
- Address Negative Feedback: Take the opportunity to turn a negative experience into a positive one. Offer solutions, and, when appropriate, invite the customer to contact you offline to resolve the issue.
- Showcase Positive Feedback: Use positive reviews in your marketing materials, on your website, and in your showroom to build trust with potential customers.
Conclusion
In today’s highly competitive automotive industry, a dealership’s online reputation is a critical asset. By delivering exceptional customer service, actively encouraging reviews, and effectively managing your online presence, you can significantly impact both the quality and quantity of your customer reviews. Positive reviews not only boost your dealership’s credibility but also drive more business through your doors. Remember, building a stellar reputation is an ongoing effort that pays dividends in the long run, so start implementing these strategies today to see positive results tomorrow.
