online reviews - Dealership Corridor

On the other end of a harsh economic recession, it’s become very clear that the Americans of today are drastically different from Americans in 2008. People not only tightened their belts over the past four years, they also completely changed their relationship with retail. From iPods to Cadillacs, Americans research online for the products that provide the most for their money and quality customer service.

Poring over blogs, engaging with friends on Facebook and Twitter, reading review sites, Americans are more knowledgeable about the products they purchase than ever before. And, as Generation Y continues to increase their purchasing power, they are leading the movement in the digital retail space.

Considering that consumers are making decisions online before even hitting a dealership floor or credit union office, how adept is your dealership or lending institution at directing the conversation? When asking your team to promote online reviews do you often hear the following?

Bad reviews will hurt my reputation.
My boss will see the negative feedback and I’ll be in trouble.
I’ve already asked them to do SO MUCH, I don’t want to ask for something else.
My customers aren’t online.

Training your team to overcome these common myths and ask for the review is essential in directing more and more customer traffic. One of the best ways to create an environment that fosters positive reviews is to choose a team member with a good foundation on review sites and use them as a spokesperson. As they reap the benefits of positive reviews, have them share their experiences and teach team-members the different ways they ask for reviews.

In addition, you can use your team’s competitive nature to increase reviews by posting weekly scorecards in the back office or break room, where everyone can see who received the most reviews and who received the least. It is also a learning opportunity as to what customers are more sensitive to or interested in.

You teach your sales people every day to ask for the sale. Asking for an online review should be a no brainer.

With over 35 years of consumer insights, EFG Companies and The Transcend Group know how to train your team to foster growth, innovation and transformation both online and off. Learn how we can help you take control of your reputation today.

In the highly integrated world of online reviews and social media, many dealerships and lending institutions are struggling with building consumer confidence online. According to recent studies by R.V. Polk/Auto Trader and Google/Shopper Sciences, the average car shopper begins researching online. After hours of research and referencing about 18 sources, they narrow down their dealerships and financing options to only one or two before making the first hand shake.

These sources range from friends and family to anonymous reviews. Dealers and lenders now operate in this strange new world where they no longer control the flow of information. It’s no longer just about getting the customer to your door, but also about directing the conversation and what people read about you.

So how do you build trust in your brand online? The answer is simple – open consistent communication.

Before the internet, businesses held the power of information. Selling practices focused on sharing that information with customers on site, rather than over the phone. Now, the customer has the power of information and you need to openly communicate with them via any means available, including:

email;
phone;
social media; and,
on your website.

But the buck doesn’t stop there. Before you even begin to engage with your customers, you need develop your core message, whether it’s family, customer service, or engagement focused. That core message will impact all avenues of communication.

By remaining consistent and active, you can direct the conversation rather than react to it. Build consumer advocates by encouraging people to share their stories and by quickly responding to both positive and negative feedback. In fact, ignoring or deleting negative posts is one of the worst things you can do online as it demonstrates lack of empathy. By responding, you prove to the general public that you take your customers seriously and will work with them to provide the best experience both online and off.

With over 35 years of consumer insights and a dedicated team of marketing professionals, EFG Companies can help you take a proactive approach to your online reputation with proprietary tools that broaden and deepen your reach and expertise. If you are ready to direct the conversation, contact us today.