ARE NEGATIVE REVIEWS DISCOURAGING YOUR POTENTIAL CUSTOMERS?

By Dealer.com

The Customers Are Always Right (Even When They’re Wrong) Your target audience spends a total of about 14 total hours researching and buying a car online. Part of that time is spent researching the right make and model, but a significant portion is also spent researching the right dealership by reading online reviews. And remember, those customers are always right in the minds of the online car buying public. In fact, a whopping 93% of consumers say online reviews impact their purchasing decisions and 91% of people trust online reviews.

You can do everything possible to give your customers an excellent buying experience, but if the right customer leaves the wrong kind of review, it can—and probably will— negatively impact future sales opportunities. That’s why it’s so important for your dealership to actively manage its reputation online, and that includes prioritizing the positive reviews and leveraging them in your marketing materials.

Online Reviews Swing Both Ways Just as negative customer reviews can leave a bad impression on would-be buyers, positive reviews can convince customers to shop at your dealership. It’s just a matter of harnessing the power of consumer opinion for good. And sometimes it’s as easy as asking. In fact, 77% of people would be willing to leave a review, if asked.

Begin this process by recognizing where your dealership stands today. Do a little digging to determine your dealership’s Google My Business rating. Then, develop a comprehensive review and response plan with your team, including who will read your reviews and how they will respond (promptly) with on-brand answers.

Rather than passively waiting for your customers to offer feedback, invite them to share their opinions with review generation tools. This allows your dealership to cultivate a steady stream of positive customer reviews, so you can build trust with online customers and establish your dealership as a leader in the marketplace.

Partner with a Purpose If you’d like help managing your dealership’s online reputation, Dealer.com can give you access to the industry’s best social marketing team. These experts understand your audience and know how to engage happy customers, encourage positive reviews, and keep your dealership top-ofmind online. n

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