In this digital age, customer reviews are not a choice anymore; they are very much a requirement. In an athletic sports model, potential buyers more often than not rely on insights from other people’s experiences.
For auto sales executives and auto dealerships, learning to appreciate and embrace customer reviews can be the difference between making it and not in the market. To this end, it is worth examining the role that reviews play in the auto sales industry and later how you can use this for the good of your empire.
In the modern era, consumers’ ratings should be viewed as a form of advertisement through personal recommendations rather than mere ratings. They provide a level of comfort to potential buyers desiring to purchase from your dealership or service that certain people have used and enjoyed it before.
This is what makes them important:
Build Trust Instantly: More than 90% of the world’s population will check reviews before making a purchase. Good reviews help build up an image and indicate that the dealership cares about its clients.
Drive More Sales: Research shows that consumers tend to purchase more from a company with more positive and numerous comments. Reviews serve as an honest evaluation of your products and services.
Enhance Online Visibility: For instance, Google is likely to give a higher ranking to companies that have many high-quality reviews within a short time. This is likely to improve your position and help bring more visitors to your site.
A customer’s review is more than kind words; it is a form of advertisement that works for you 24/7.
Enhance Brand Image: Favorable customer feedback helps to enhance the image of your dealership as compared to those of your rivals instilling the virtues of trust and quality.
Enhance Word-of-Mouth Referrals: Contented clients tend to invite their close acquaintances to visit your dealership. These requests, together with online reviews, form an effective referral system.
Attract First-Time Buyers: Numerous potential clients are inclined to the idea of beginning their search for higher-rated dealerships and hence in this case, positive reviews become the beginning of their journey towards your showroom.
There isn’t a single business that can escape from criticism; however, it is the approach towards it that makes the difference. If one approaches negative reviews with dread, they should instead view it as an opportunity to improve the query or his work.
Respond quickly and professionally: Recognize the issue raised by the customer and say sorry if need be and offer a remedy. This portrays the concern for customers’ experiences.
Attempt to Convince the Critics to Become Supporters: A well-timed and well-thought-out reply can at times save the regretful customers and benefit the concerned party instead.
Spotting Trends: Some problems are repeated, and it’s high time that certain systems or services be modified.
Receiving reviews from customers need not be a complicated process. Most times, they need a little push. Strategies to Increase Reviews:
Ask at the Right Time: Remember that there is a time for everything. Request a review just after a sale has been made when it is still quite fresh in their consciousness.
Make It Easy: Give simple instructions on how review sites such as Google, Facebook, or Yelp can be accessed for the reviews.
Offer Incentives: Incentives should never change the content of the review, but very small things encourage participation like giving discounts on the services in the future. Use Signage: Put up posters in the magazine section or waiting area reminding people of the business to go online and give their feedback.
It is no good to let all those wonderful reviews that you have accumulated over the years go to waste. Rather, use these to accentuate the positive aspects of your dealership so as to enhance the customer experience.
Feature Reviews on Your Website: Devote a part of the site to reviews and make them easily accessible to visitors.
Highlight Specific Features: Where a review refers to for example well-trained staff or great service, include that in your advertisement.
Incorporate Reviews In Ads: Receiving positive reviews is a good thing and should be included in marketing materials for more impact.
Mike, who worked as a sales consultant at an average-sized dealership, changed the way he sold autos by using consumer reviews. Steps Mike Took:
Result: More customers but with more conversions highlighted the effectiveness of reviews.
Key Takeaways for the Auto Sales Professionals
If you provide good service, you will get good reviews.
In automotive sales, customer reviews can be an asset for establishing credibility and increasing sales. A focus on providing excellent service, requesting feedback, and resolving issues can help develop a ‘repeat business’ reputation. There is always a narrative associated with each review make sure yours emphasizes the greatness of your dealerships.
Reviews from customers help people to believe in the product and improve its visibility to potential buyers, who in turn help in increasing sales.
You can always send a follow-up email after service and request feedback or simply speak with a few happy customers and entice them.
Negative feedback can ruin a reputation but politely responding to them can demonstrate the level of service to potential customers.
In your sales pitch, include reviews from customers who had similar worries or problems that were resolved.
Yes, it is important to respond to each and every review as it indicates professionalism and that you care about what the customers think.
Make sure to highlight the positive remarks by loyal customers so that they feel appreciated which would also make them feel a sense of belonging.
