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Jared Hamilton
From: Jared Hamilton
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Paul Potratz

Paul Potratz COO

Exclusive Blog Posts

A slight increase in customer retention will yield huge returns

A slight increase in customer retention will yield huge returns

According to the Harvard Business school increasing retention by 5% can increase profits by 25% to 90%. So the question is…Why is customer retention…

Service Staff: The Commission vs Salary Debate

Service Staff: The Commission vs Salary Debate

A tight line to walk in the service department is your pay structure for service advisors and support staff. No matter who you are, someone is going to…

How Facebook May Have Just Cost You Thousands

How Facebook May Have Just Cost You Thousands

"Who will watch the watchers?" This paraphrasing of a famous line from the ancient Roman poet Juvenal came to mind as I was reading the news…

30 Referral Stats to Rock Your World

30 Referral Stats to Rock Your World

We all know referrals are great but do you truly know how powerful a customer or employee referral is for your store? How many sales on…

#Hashtagging - The Fine Line Between Engagement and #Spam

#Hashtagging - The Fine Line Between Engagement and #Spam

My grandma thinks a hashtag is something hippies play when they lose their hacky sack. My generation recognizes hashtags from IRC channels, and Mil…

Do Reviews Really Sell?

Do dealership reviews really sell cars? Are you confused about the discussions surrounding the importance of reviews? When you read reviews are you reading about the product or about where you are buying the product - Be Honest. This week on Think Tank Tuesday, learn the truth behind all the effort you've given to working on your dealership's reviews.



Want to learn about digital marketing strategies and how we can use them to help you? Then call us at 1-866-240-5492 or email thinktanktuesday@ppadv.com today!

Don't forget to sign up for Fact Finder Friday! We're just 10 days away from a spirited discussion you won't want to miss! Join Paul and his guest, Mark Tewart, author of "How to Be a Sales Superstar", as they deliberate the topic "Death of the Traditional Salesman".

Join us via Google Hangout on February 22, 2013 at 3pm EST!

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See you there!

Ryan Leslie
Paul and I have been discussing this for a few days now on Twitter. The end result is that his opinion is derived from a Google Survey campaign, undefined "Dealer Surveys", and his personal experience and anecdotal stories of buying from Big Box National Retailers. I have nothing against Paul, but I do have something against misleading dealers, intentional or otherwise. Please read what market research experts have to say about the reliability of Google Surveys for this kind of empirical research here: http://www.mpdailyfix.com/marketing-experts-speak-up-against-googles-consumer-survey-tool/ The abridged version is that the results net a.)Weak Data Presented as Fact, b.) a DIY Method that Leads to Misunderstood Results, and c.)Lack of Segmentation that Hampers Usability. Those are the words of experts in their field, not mine. I think it is tremendously important that the community recognize that Paul represents an extreme minority position using his own research exclusively to support a position that is contrary to every other study on the topic. Google's ZMOT, Nielsen Trust Index 2011, About.com Trust Factors July 2012, Harvard Business Review study on YELP ratings Oct 2011, eMarketer study dated Feb 7th 2013 on proliferation of reviews to name a few, and that is just a few. (Unfortunately I can't hyperlink to these well known studies) Just this weekend at NADA, Automotive News covered industry research authority POLK at a press conference that used DealerRater data to authenticate a 25% greater lift in sales for dealers that average 4 stars as opposed to those that avg 2. Here is the coverage of the story that starts at the 1:47 mark: http://www.autonews.com/article/20130211/VIDEO/302119860/first-shift-plus-side-of-dealer-reviews&cciid=email-autonews-firstshift#axzz2KitivIUp Mr. Bob Shuman of Shuman Chrysler Dodge Jeep in his own words echoed the findings. He is far from alone. I have had a handful of dealership owners and employees that have reached out to me since Paul began promoting his study with their own personal accounts of sales attributed exclusively to their reviews. Consumers absolutely use 3rd party reviews of your business to determine where they will shop and buy. The idea that reviews matter less than coffee, carpet or toilet paper is preposterous, your online presence is an extension of your physical presence without distinction. None of those things matter at all if you are eliminated from the consumer's search because you believe the consumer isn't reading your reviews. They are equally who you are to the consumer. I know my tone probably seems harsh. Please know that I have nothing against Paul personally, but I feel strongly that dealers need to research this on their own, there is plenty of data out there. No offense at all to Paul, but I totally disagree.
Matt Lamoureux
Based on my own personal experience both leveraging consumer reviews to sell cars while employed as the Director of Marketing and eCommerce at Acton Toyota in Massachusetts and then interacting with DealerRater clients while employed as the company's Vice President of Business Development, I can tell you with 100% certainly that yes, consumer reviews do indeed help to sell cars. Just my two cents.

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