Word-of-mouth is the best marketing, but it’s not the same game it was in the past. And while direct, human-to-human contact is one way for happy customers to spread the word to their friends and family about your dealership, online reviews will go way further, way faster.
Indeed, online reviews influence customer perception and buying decisions, as well as search enhancement opportunities like search engine SEO, making it essential for dealerships to monitor—and manage—such sentiment in order to stay competitive. Even further, proactive steps like responding consistently and learning from feedback to strengthen brand credibility further enable a dealership to stand out in an uncertain market.
Reviews Shape Buyer Behavior and Visibility
According to CBTNews, online reviews and recommendations have a major impact on consumer purchasing decisions. “Podium, a communications and marketing software company, found that 93% of users have based their buying decisions on an online review.” This statistic is upheld by another source, BradyWire, who explains that “studies show that 92% of consumers read online reviews before making a purchase decision. Every positive review is a vote of confidence, a testimonial that builds trust and credibility with potential customers.”
Reputation.com gets even more specific as it pertains to auto dealerships and related vendors. “Reputation’s latest research indicates that consumer review volume in the automotive industry is higher than ever in 2021, and nearly 80% of automotive dealership customers say that reviews are important to their decision-making.”
Think about that: Nearly 100% of shoppers across all industries are influenced by online reviews of one form or another, and over ⅘ of auto industry shoppers are. There’s never been more convincing evidence to ensure you’re getting the good reviews you’ve earned and addressing those that are less than stellar.
It’s Not Just Perception — Reviews Impact SEO Too
AutoAlert agrees, stating: “In the vast internet abyss, where one’s opinion can influence many, these reviews play a crucial role in shaping public perception.” Word-of-mouth, both positive and negative, is no longer limited to a potential customer’s immediate circle; open forums like Yelp and Google Reviews all for opinions to be shared with strangers far and wide, meaning all interactions need to be addressed appropriately.
Shoppers are constantly seeking out reviews online, including dealership reviews. The importance of a good online reputation for any business must be emphasized, and a plan needs to be in place to counter the rate at which a reputation can change.
These reviews are so important, BradyWire continues, that they can even impact search engine optimization and your priority in the results page. “While there are tons of internal efforts you can make toward boosting your SEO efforts, remember that external factors, such as online reviews, will make a huge difference at the end of the day.”
Every Touchpoint Counts: Phone, Chat, and Follow-Up
Of course, one way to keep your customers happy is to have great in-person or over-the-phone interactions with them on a sales or service call, continues Reputation.com. “Despite the rise of digital, buying a car remains a largely human-centered, face-to-face shopping experience. 65% of car shoppers told us they are influenced significantly by in-person visits. We were impressed by how often customers praised individuals by name for providing friendly, knowledgeable service. Staff willing to go the extra mile earned high marks among buyers.”
Similarly, the outlet continues, online responsiveness is key to a positive review. “For every customer who characterized a dealership’s online chat as annoying or unhelpful, others praised dealerships’ online chat features for being personable and easy. Ease and responsiveness are essential with chat. Our own consumer research indicates that 41% of consumers would expect a response from a dealership within an hour if they were to message them.”
And while there is always a risk of a negative review gaining traction and a life of its own, there are specific steps you can take to help ensure the reputation of your dealership will remain as positive as can be. “…you can make the practice of reviews work for you by engaging in proactive dealership review management and positively connecting with your community, both online and offline,” explains AutoAlert.
On that note, it’s important to remember that being authentic online is as important as it is in person—and it’s far easier to stay consistent on online forums and during in-person interactions when the culture of a dealership is authentic. “The way you handle the feedback your dealership receives will directly impact the relationships you have with current and future customers. So, it’s important to build trust through positive interactions.”
Your Reputation Strategy = Your Retention Strategy
One way to address this is by responding to all reviews, be they good or bad, AutoAlert continues. “Whether a review is good, bad, or indifferent, your response is always in order. Your customers want to know their review was noticed and read.” Given the power of an online review (in either direction, no less), it stands to reason that addressing reviews as such is always a good idea.
Even beyond investing in ensuring these review drive future sales with new customers, keeping in touch with customers who review your dealership is a great way to continue and solidify a positive relationship with them, improving their lifetime value in spades, adds AutoAlert. “When [customers] share their experiences, they boost your brand recognition among potential new customers.
They also give you the opportunity to stay in contact and offer future service and maintenance for them. Even a less-than-stellar review can be turned around because it gives your dealership a chance to shine by providing responsive solutions to make things right.
Whether your goal is to get new buyers or keep the ones you already have as happy as can be, reviews are the ticket.
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