Stand out from the competition by building and maintaining an online reputation in both sales and service resulting in substantial sales increases for each department.
• Share reviews with other employees:
To help launch the campaign and get employees on board, the dealership began reading reviews aloud to other employees in sales and service meetings. Especially shining reviews were also emailed to all staff as good examples of what other employees were doing.
• Make online reputation a marketing focus:
Bozard Ford Lincoln has made the fact that it was voted the #1 Ford dealership in the U.S. as measured by customer reviews on DealerRater the soul focus of their advertising and marketing. Bozard broadly promotes this status on their website, in banner ads, on billboards, in radio and TV ads, as well as in print. The dealership is now the largest dealer in its city, regardless of brand, and has surpassed other Ford dealerships in its area by 30–40 percent.
• Use visual displays to promote reviews:
The dealership has 15 video monitors set up throughout its service and sales areas and displays their online reviews through video. When customers visit the service lane, they cannot miss seeing the dealership’s reviews on the TVs throughout the dealership.
• Good service speaks for itself:
Jeff King stresses that the most important thing for a reputation management program to work is to personally take responsibility and ensure that the dealership is taking good care of customers; not just trying to get good reviews.
Remember, service reviews can potentially have an even bigger impact than sales. With search engines incorporating more social signals into their algorithms, if you want your dealership to appear prominently for localized searches, then you will certainly need to consider how your customers are able to leave reviews online for both sales and service. If you don’t already have a process in place to solicit reviews from service customers, start one today.
Ryan Leslie is Director of Dealer Reputation Strategy at DealerRater.com and can be reached at [email protected].