Beltway Companies
What Are They Saying About You?
Reviews and social presence are an integral part of doing business in the digital world we live in. Collecting those reviews, however, is the challenging part. Everything from training the service advisor on the platform to the consistency in collecting those reviews. All of which assists in building a reputation that maintains and creates new business.
So Many Options So Little Time - Which Review Site, though?
There has been a lot of discussion in our store as to which platform is best for reviews. Whether that is focusing solely on Google or Dealer Rater. We focused on using Dealer Rater having had great success. Using the Dealer of the Year Award - 5 years running - as a means of building business and collecting reviews from new and current customers. Giving the Advisors talking points when handling phone calls, emails, and customers in the lane.
Part of getting the Service Advisors on board was not easy, either. We approached the Advisors expressing the value of building a relationship with their customers and taking the time to remember their names as they enter the lane. Making sure they had cards to hand out to customers as they are leaving. But It was not until one of the advisors got their first referral - Dealer Rater Connection Lead - that their excitement gained momentum, which has turned into 25+ 5 star reviews a month for the past two months. Having a direct impact on our business.
One of the other reasons there has been a focus on Dealer Rater is because it is the one trusted platform where the employee can be reviewed. Allowing the employees to build their own online reputation as a part of the store's overall image. Even allowing the Advisor the ability to receive connections (as mentioned above) - leads - that have led to sales, and most importantly new, happy customers! And as we all know, loyal & happy customers often spend more money.
Google is important, though right?
Google is very important, and if you have a GMAIL account, and are searching for a service center - your friend's reviews will populate, which can have a deep impact. That said, in our follow-up email we ask our customers to give us a review on Dealer Rater - posting it to Google, too. It is a catch 22, but in the meantime, we believe Dealer Rater is an invaluable tool that has benefited us greatly.
How do you handle reviews? Do you have a social media manager? Anyone else have great success with using Dealer Rater?
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4 Comments
Scott Larrabee
Congrats on being a dealer of the year 5 years running, we are proud to have been named that last year for all 3 brands we carry and the previous 3 years for Nissan. Dealer Rater has been huge for us, however the dealer group I work for pushes reviews on every platform. They actually created a website our customers can go to and leave a review in a few simple steps, www.ilovedarlings.com. They created cards, business card size, that we can hand out or send in thank you notes to our customers. Works great!
Derrick Woolfson
Beltway Companies
Scott, that's awesome! Hopefully, we can get to that point, and start promoting ourselves with reviews on all platforms. And how cool, to having a site - especially since I am sure you post your videos on there, which are really nice as well! This is what I love about this forum. And thank you, it is been a really good experience for us, but it is time to expand our reviews and continue to build our social presence - do you guys use a social media manager tool? We use Medallia with our OEM.
Scott Larrabee
@Derrick, they do everything in house!
Caleb Twito
Driven Data
Nice article Derrick. Reviews are extremely important especially when a consumer doesn't have a personal reference or a "car guy" or "service guy" (or gal) already. I think asking advisors to remember customer names can be difficult when they see so many new faces but treating everyone and their unique situation with genuine concern and then asking for a review on dealer rater or google or whatever should be another part of the the service process.