CDK's purchase of Auto/Mate may create a major disruption in the dealer management system (DMS) industry. Here is our take. DOWNLOAD
Earlier this year, JD Power reported that more than one third of buyers are using car dealer review sites to help them determine where to purchase their next vehicle. Buyers no longer want to go from dealership to dealership; they value their time. According to Pew Research, an estimated 80 percent of Americans will have smart phones by the end of 2014; it won’t be long until that “one-third” becomes 50 percent. No wonder there are so many dealer review platforms vying for dealers business.
Here is where it gets imperative to distinguish your dealership. First, women are the fastest growing segment of car buyers, purchasing 27 million cars a year. That is the equivalent of 75,000 cars a day just at new car dealerships. What strategic and day-to-day ways does your dealership market to and communicate with women buyers and prospects?
Next, when it comes to reviews, women are more generous than men when rating their dealership experience.
Asking women who shop, buy and service their car at your store for a review will accomplish these two things simultaneously:
In today’s social world, it’s acceptable to get a negative review here and there.
It is OK for your customers to see a negative review in your social channels like Facebook, Twitter and Google+. Rather than fearing or hiding from the negative review, let’s take another point of view:
Most importantly, responding to negative reviews requires a professional skill set that includes having exceptional empathy and concise writing ability, so either appoint a dealership ambassador or outsource this position.
When a dealership gets a negative consumer review it is truly an opportunity to further the conversation and turn the negative into a positive. Understanding the consumer’s experience behind the negative review will help your dealership’s sales practices.
The bottom line is now dealerships are now seeing the profound benefits of reviews to their dealership, and how those benefits far outweigh the risks. In 2014, smart dealers will further focus on reviews, and especially reviews from women buyers.