As we know, emails are still relevant in the way we approach corresponding with our customers. So as we continue to evolve as an industry so do our customers with regards to how they approach the buying process. One of the key elements that still needs much revision, however, is your stores auto emails. That is making sure that you are aware of all of the emails that are being sent to the customer; everything from lead submission emails, survey reminders, OEM auto emails, service reminders, etc. 

Beyond knowing which emails are in circulation, we have to review the results from each auto email - asking ourselves, does the email interrupt the customer's experience? For example, there is nothing more frustrating for a customer to receive an automated email from the sales manager asking “if they have been assisted, and when are they buying” if the sales manager has already spoken to the customer and or the deal is already in the works. Not all will agree with this sentiment; however, there is no need to send additional emails if the customer is already being assisted. This issue is not always an easy fix; however as many CRM’s are very limited to how the work-flow is managed. 

Once you have revised the list of emails that are in circulation, it is best to review the content in the email — taking the time to review the success of each email to then edit/revise the content to increase results. 

Here is the last article on the topic! 

When is the last time you reviewed and or revised your automated emails? 

There several ways to communicate with your customer with everything from texting, calling, emailing, web chat, and FaceBook messenger. All of which are great tools and can be highly effective on the dealer level. With that said, however, the way we approach these communication tools ought to vary. In that, the way we respond via text message or Facebook messenger is different than of website chat. Here are the top things to consider when handling correspondence on the various platform. 

While We Pick Up Our Phones More than Two Hundred Times A Day - We Do Not Always Respond to A text Immediately. Stop texting or Facebook Messaging “Are You Still With Me?” 

If you are like me, we cannot always immediately respond to a text message or a Facebook Message immediately. It might be a few minutes, which is the great thing about texting and using Facebook messaging, no? It gives us the ability to respond to our messages on our own time. So when you are texting or Facebook messaging a customer, the last thing we want to do is say “Are You Still With Me.” Doing so could cause some frustration on the customer's end as they would likely have called the store or chatted on the dealership website if they wanted to have an immediate dialogue. 

Top Things to Consider With Website Chat. How to Keep the Customer Engaged. 

With there being key differences in webchat versus other forms of messaging it is important to note that if the customer is chatting on your dealership website than we need to cognizant that the customer most likely wants their questions answered in real time. That said, there is nothing more frustrating than a customer who is asking a question to then have their question ignored as you are messaging back. Here is a prime example of this key issue. 

Dealer: Thanks for choosing (dealer), how can I assist you? 

(make sure to check and see if the customer has already asked a question before sending this response. It is frustrating to have to repeat the same question, especially if you are on a mobile device trying to chat, which can be quite the task).

Customer: What is the price of the new (model)?

Dealer: We have great prices. Are you available to come in now for a test drive? 

Customer: I need to know the sale price of the new (model) before I come into the dealership

Dealer: The best way to get secure the best deal is to come in and work with my manager, they will give you a great deal. 

You might not think this is common, but it is quite common. So as a customer, do you think they are going to respond well to this chat? Probably not. The pricing is online, albeit - it is not always straight forward as many dealers include rebates and incentives that are otherwise not available to anyone. That said, if the customer is asking for the sale price, give it to them! At which point, you should be asking - “is this the only make and model you were considering? If not, I have some other similar options that could potentially save you more money” or “were you hoping just to purchase this vehicle, or did you have a trade?” Asking these questions can spark dialogue, which offers a more meaningful conversation that can turn into an appointment. 

Top Things to Avoid When Messaging the Customer on FaceBook Messanger. Facebook Messanger Offers a Richer Media Experience than of SMS Messaging. How to Capture the Customers Interest. 

Have you ever chatted with someone, and they ask “what is your name?” to which you say, “ugh, it is on the chat?” - this happens far more than you would think. The other thing to avoid is immediately asking “can I get your email address?” if you are messaging the customer on Facebook, do you think you are going to have better luck with email? The answer is most likely, no. The customer using their Facebook messenger - who picks their phone up hundreds of times (if not thousands of times a day) - is far more likely to look at their Facebook messages than to check their email. It is also no secret that Facebook messaging offers a rich multimedia experience. One where the user can effortlessly send photos, videos, etc. to their friends along with those memes and GIF’s we all love to send. So before we hit that ‘send’ button take a moment to think about how the user interacts with the platform, and avoid asking questions that are not relevant to the situation. 

Bottom Line: before you hit the ‘send’ button on the Facebook messaging app or text message, take a minute and think about how you respond to messages. With the notion that (as mentioned above) we do not always immediately respond to the message in real time. This is not to say, of course, that we should not respond at all, either. In fact, if some time has passed, it is best to give the customer a call unless they have stated otherwise. As we know, calling the customer is one of the most effective means of building a rapport - one that assists you in selling the dealership. 

Do You Text and Facebook Message the Same Way You Chat? Have You Had Great Success With Facebook Messaging? 
 

Training is essential for any position, but even more important for your service advisors! If the customer continues to service their vehicle with your dealership, the more likely they are going to purchase another vehicle from you!

One of the top things your service advisors could always use a refresher course on are both keeping the customer informed, and completing the walk-around. There is nothing worse than driving into the service lane to not be greeted and or acknowledged. 

When is the last time you training your service advisors? 

Here is an article I wrote on the top five reasons your service advisors need training! 

As a disclosure, this article is by no means offering and or suggesting not to sign a dealer contract. The purpose of this article is to discuss concerns around data privacy, brand image and the use of your dealers likeness to promote their brand otherwise, which in some cases can influence new to market products and services.  On the dealer level - when signing for a new product or vendor - we have contracts to sign; contracts that solidify our partnership with a vendor, to use their products and services. I can offer firsthand, however, that in previous experiences there were only a few questions asked before signing the contract; those questions, though, were about the terms mostly - i.e., what is the length of the contract, the setup fees, how much dealer support do we get? How is the account management set up? While those are good questions, they do not delve deep enough past the surface. Below the surface of that contract are some unnerving conditions and terms. So before you sign that next contract here is some of the top things to consider. 

The Vendor Has Full Access to Your Brands Image and Content Related to Your Brands Image to Promote Products and Services. 

That question above, of course, is not the only language used in dealer contracts. However, more often than not there is a clause in the contract that offers the vendor full access to your brand image and content. Content in which they can freely use to promote other products and services. Albeit, in many cases - the vendor does then acknowledge that if they were to demo their product - using your store as an example - that they would otherwise black out personal information. The bigger question, however, is what does this mean? 

On the surface, it could broadly mean that the vendor literally unequivocally has access to your brand's image and likeness to promote their products and services. Most commonly, if your dealer has the same OEM as a potential client, the vendor could offer that “your dealer” is using this product; this is not always the case, though - the vendor might say "another dealer (OEM) uses this product."  To which they can provide the client with an inside view of how your dealer is using their product. That said, it poses some significant concerns. One of those significant concerns is that with the competitive landscape, does a dealer truly want their direct competition having inside access to what their dealer is doing?

Moreover, while I am cognizant that a vendor has every right to promote their products and services, there have been instances - depending on the product and or service - where it has been asked for the vendor to sign an addendum. An addendum that is a non compete clause - a clause that protects your dealer - where they cannot sign up a dealer that is a direct competition.  This is by no means to offer and or suggest that the vendor you are currently using - and or wanting to use - would be willing to sign an addendum to protect your dealership from your direct competition. However, depending on the scope of the services it could be a question worth asking. 

Who is Responsible for the Dealers Data? What Rights Does the Vendor Have When it Comes to Using Your Dealers Data? What Does All of this Mean? 

As mentioned above, in many cases the vendor can use your data when offering a prospective client a demo. However, the vendor (in many cases; this is not to say all do) would black out personal information. For example, a vendor might offer: “I have a dealer in your market using this product. Here are some sample reports I can show you.” Where, they are not using the name of your dealer; they are however showing the prospective dealer your information, which (as mentioned above) is in many cases blacked out. While this might not seem to be a big concern; it is a concern worth noting. 

With regards to the privacy of your dealer's data, it is a considerable concern as to what the vendor can otherwise do with your dealer's data. Namely, can they use your data to offer new services and or sell your data to other companies. In which case, they can then use that data to develop new to market products and services. It has also been noted that are vendors who have “pixels,” in which case they were deliberately gathering data from dealerships websites. That data could then be used for what was mentioned above. At the end of the day, the biggest question - with reference to these concerns - is what access and or rights does the vendor have with your data? If there were to be a data breach with the vendor because of their using your customer's data in other means other than the purpose of their product or service - what does this mean for the dealership? Is the dealership then responsible for the issues? Alternatively, is the vendor responsible? This is a concern because in many (not all) of the vendor contracts, if it states that they have full access to your data, then they might not be liable. Further, in many cases, the language used in their contracts is very ambiguous, which raises even more concerns. That said, it is best to review those questions and ask the vendor directly what it actually entails and or means. Specifically, how does it apply to your dealership? 

Data Protection. Who Has Access to Your Data? How to Manage Third Parties Access to Your Data. 

It is not uncommon for a vendor to integrate directly with your CRM. For example, you might have a trade-in tool that is integrated. As such, there are concerns to consider; that is, what other access does that vendor then have with your customer data? How is your data then protected because of adding the vendor? For the contracts, I have reviewed, the vendor is mostly not responsible for what the other vendor does, which makes sense.  However, it does not necessarily then mean that the CRM vendor should not otherwise have safeguards in place that disable vendors from using the data in ways that do not pertain to the purpose of their relationship with the dealer. That being said, it is best to then review and inquire on these concerns directly with the vendor who is integrating the new service/product into their CRM. Asking them what access does the new vendor potentially have, and what they are doing to protect your data. Ensuring that there is clear communication between all parties that are involved. In doing so, it can assist in protecting your dealership should there be an issue. 

Bottom Line: this is by no means accusing vendors of any malicious practices and or otherwise stating that vendors are purposefully - or intentionally -  using your dealer's data for their own good to bring new products to market using your dealership's data.  Rather, the purpose and context of this article is to discuss how your dealer handles vendor contracts. With the notion that there is nothing wrong with asking the vendor what their contracts actually mean when it comes to their clauses, which sometimes states their overall ability to use your dealers brand and image to promote their products and services. In addition to inquiring what measures, if any,  they have in place to ensure that your data is as safe as possible from a data breach. Understanding, too, that not all vendors have secured information (such as social security numbers, addresses, etc.); however, if one of your vendors is integrated into the CRM - what if any access do they have to the secured data, which could pose risks to that secured information? There are also lawyers - though costly - who can assist your dealership in navigating the context of the language used in their contracts. The purpose of these discussions with lawyers is to ensure that you are protecting your dealerships most valuable asset, its data. 

How do you handle or approach vendor contracts? Do you have outside lawyers review contracts before signing them? Do you take time to review contractual concerns with your dealer team before signing? 
 

In the meantime, join the conversation here! 

It is evident that much of the training that we execute on the dealer level is relatively the same content, no?  In that, the topics that we train on have not evolved; other than new tools that can assist you in how you approach the process, itself. All of which poses a few questions; why are we continuing to train on the same topics, and what can we do to move to the next level? That is enhancing what we already do. 

One of the reasons, perhaps, is the high level of turnover on the dealer level. For every new hire - with some lasting just a few weeks to a few months - the dealers (for those that are doing training) are shelling out thousands of dollars to train their new staff. To then have to spend the same money to train their new hires. The other issue we face is that the content, itself, has not evolved; wherein, before you hire the next trainer or training company it is best to review the following: 

Just Because We Make the Effort to Train Our Sales Consultants Does Not Mean the Training Worked. How to Offer Relevant, Meaningful Training. 

There is this notion that by the act of training, itself, your issues can and will be resolved. This is especially an issue when your sales managers typically offer that they are too busy and forget to tell their sales consultants about the training; despite having been planned for weeks in advance. The moment that your staff realizes that your managers are not engaged with the training they can quickly lose interest.  I cannot tell you how many times I have experienced this excuse and issue on the dealer level. 

The other issue this poses is that even though your sales consultants and managers might know the answers; or have a solid understanding of the content. What they do not often know and fail to realize is that the reason you wanted this training - in the first place - is because you want the sales process (or other processes) to be approached differently.  The idea that your dealer's culture cannot effectively change - or necessarily see the benefits of the training - if not everyone is following the same new approach.

The other concern with this mentality is that it can create a very confusing environment for your new hires, no? The new hires are trying their best to act on what they learned, but if your sales managers are not aware of the changes, the new sales consultant might not be doing it the way the sales manager wanted. As such, it can create not just confusion, but more importantly, it can create disinterest. Disinterest leads to disengagement. Yet we still - not always, but mostly - tend to say “well the new hire just did not have what it takes.” So while that can be the case in some instances, it certainly is not the case for all of the new hires your dealership lost. 

Top Things To Avoid When Hiring Training For Your Sales Team. Most Importantly, Speak With Your Managers First. 

Not Speaking With Your Managers First. 

This is not to say that you cannot make decisions without them. However, what this does offer is making sure that your managers are on the same page with the training. If you make a decision on training - telling them it was what the owner wants - without speaking with them it can cause dissension from the beginning. The other benefit of talking with your managers first is to understand better what some of the potential breakpoints are. In doing so, it gives your managers the chance to offer what areas have potential. The goal with this approach is to provide your managers with the opportunity to open up - having a meaningful dialogue - to come up with a unified approach. 

Not Getting Involved Yourself And Taking the Time to Speak With the Training Company. Let Your Managers be Involved. 

It can seem more natural just to let the training company have free reign when it comes to training without having spoken to them first. Instead of using this approach,  it is best to review their training material making sure their processes are what you are looking for. However, more importantly, you need your sales managers buy-in. Otherwise, it is that much harder for the training to be effective. It is also just as important to explain to your managers that this training is to help them; not to browbeat them or overstate their failures. If you say something to the effect of “we hired training because you are failing as a manager” or "you are to busy to train, so I just hired a company" then it is not going to help the manager, and it certainly is not going to be executed on the dealer level. 

Showing the Trainer Reports Without Checking their Accuracy. Trainers Might Eat this Up. Get With Management First. 

I know first hand how frustrating this can be. There is nothing worse than getting called into the GM’s office because a report was pulled - one that you do not use - so the information was not accurate. At which point, the trainer was outlining everything you must be doing wrong. It is not a pleasant experience, because there is also nothing worse than trying to explain why the report is inaccurate. To then try and have a diplomatic dialogue to clarify that the report you actually want to view is “report name.” To which the trainer has already capitalized GM’s attention as to what we are potentially doing wrong. To avoid this approach, it is best first to review together which reports you use, and what are some of the areas that have an opportunity for improvement. In doing so, when the trainer does arrive, you will have already reviewed, collectively, which items need focus — allowing the conversation to entail how they are going to approach the opportunity vs. trying to actualize the opportunity with inaccurate reports. 

Bottom Line: 

Training can be very beneficial to the dealership. But not all training is created equal. Where the dealer is just as responsible for ensuring that their management and staff are made aware of not only when the training is, but the purpose of the training. In doing so, you will most likely get the much-needed buy-in from the management. It also then gives you (as the GM or owner) key performance index’s to measure after the training. Whereas, if the managers (and select sales consultants) did not participate in the training because they were to busy then you cannot expect them to be in alignment with the new process changes. 

At the end of the day, make sure that you are working as a united front versus you against them; and while that might not be the intention or purpose of you bringing training to the dealership, the perception can say otherwise. Internal perception is just as important to consider when it comes to retention. 

How do you handle training? Do you work together as a united front to select the trainer and training content? 
 

As much as we would like to pat ourselves on the back for a job well done - are we really doing the best we can when it comes to long term customer follow-up? In just reviewing the lead volume - not even considering unsold showroom traffic - it seems impossible to follow-up with all of the leads for that month. Let alone the leads that came in within the last 60 - 120 days. That being said, there has to be a strategy in place to ensure you are getting the strongest ROI possible on your various lead sources.

Here are some of the best practices to consider when managing long term follow-up.

What do you consider long-term follow-up?

Every dealership has their own definition of what longterm follow-up means; everything from two weeks, thirty days, sixty days to ninety days. So while there is no one single answer as to what the best method is, it is essential to make sure that your dealership is following up with the right customers. Otherwise, as more and more leads come in the less likely, they are to follow-up with the right leads.

For example, if a lead comes into the CRM, and you have emailed, called, texted, and sent the customer a sales blast, but they have not responded after two weeks then perhaps it is time to move on. That is not to say that you should not continue to market to the customer. However, the reality is that they have not responded. Albeit, it is just as important to review the content that was sent to the customer as well. Wherein, if there is a noticeable trend of customers not replying, then it is best to revise the content - i.e., if you are sending the same email to everyone - the message (content) of the email might not apply to that customer; the message has to translate and make sense - i.e. why send a customer who is looking for a specific used car a new car email blast?

Not all leads are created equal

It is no secret that not all leads are created equal so then why are spending the same amount of effort on leads that do not get the same results? Instead of focusing on follow-up, all the same, it is best if you start reviewing each lead source and make sure that they are each closing at a solid rate. Namely, if you are closing at a decent rate on one source than spending more time on that source might not offer the same ROI. Instead, look at another source and see if the juice is worth the squeeze; wherein, if you were to increase follow-up by one or two additional weeks what are the actual sales opportunities? If there is a chance or opportunity for two or three additional sales than it could have a better ROI.

Used Car Leads Tend to Sell Faster

With used car leads selling faster than new (not always the case, but more often than not they do) we need to put more of an emphasis calling these leads. The first group of leads that need to be called are ones with key buying statements, which can be any of the following but not limited too:

- Ready to Buy

• - What is the sale price

• - Is this Used Car still available (if this is the only comment; chances are it is one of the selections in the call to action menu)

Once you have reviewed the leads with responses and or questions, then it is time to review the dealer website leads first. After that, take the time to review the third party site leads. The purpose behind this is that a customer who has converted off your site is a customer who has most likely selected your store - versus a customer who has converted off of multiple sites.

New Car Leads Have A Longer Buying Cycle.

New Car leads can take more time and attention with the buying cycle being a bit longer than the used car leads. That said, there is nothing worse than just stopping all contact with the customer after the first few weeks! However, at the same time, the dealer will get several hundred new leads the following month. Meaning that if we do not speak with the customer for the first two weeks, they go into the abyss. Imagine how many potential sales we are losing by failing to follow-up past the two-week mark!

To avoid this, it is best to break down the new car leads. That is Dealer Website, OEM, and third party sites. Once you have broken down the leads, you can start your direct marketing offers; such an email blast. This is especially good if you were to get additional bonus cash and or have specific units that are at a lower price point that have to go! As the customers engage with the email blast, it is then best to call those customers. Turning that lead into a sale!

Bottom Line: following up with hundreds of leads is no easy feat, which is all the more reason to have a process in place. One that helps your dealership get the best ROI possible! To make this happen, it is best to review your current closing rates; making sure you do not reinvent the wheel for the sources that you have a good ROI on. Instead, take the time to review areas of opportunity. Once you have selected a few sources to work on - make sure that the marketing is not just relevant, but that you have a team in place that will make the phone calls, texts, or emails to those customers who have re-engaged with you!  Otherwise, the efforts could turn into wasted time! And no one wants to lose a potential sale.

How do you handle long-term follow-up? What kind of marketing efforts does your team do?  

Same Specials. New Month. Seems like we live in a repetitious cycle when it comes to approaching putting specials online. Where we sometimes would rather stick with what we are comfortable doing than taking a chance and doing something new. I previously wrote about upselling online taking the time to put some video content on your specials page. The idea that while you do not have to offer a video that shows the customer how to repair their vehicle (as that defeats the entire purpose, no?), but you can put together a 30-45 second video that explains the importance of the repair; such as bad brakes, balded tires, etc. Providing the customer a visual reminder as to why they should change their tires, etc. It is no secret that people tend to engage more with visual graphics than text. 

Have you amped up your specials page? If so, what changes if any have you seen in your appointments or upselling? 

Are Your Specials Hurting Your Goals? 

Have you ever gone online to search one of your cars for a customer? One they saw one a third party site and thought to yourself just how confusing we can make the process? The idea that we have more than five to six ways to obtain information. Everything from get e-price, get quote, call now, text now, chat now, confirm availability, to schedule a test drive? I have never seen so many options to obtain information on one, single, item. Think about it, on most of the major retail sites - albeit, I am cognizant that is not a vehicle - they do not have several means of asking your question. Instead, they have a thoughtfully laid out page that enables the customer to add it to the cart, call or chat with their customer service. As much as we try to be ahead of the times when it comes to digital retailing, there is still some room for improvement on clarity for the customer.  

Here are two things to consider to gain clarity on your website. 

Vehicle Display Page. Also Known as Your Conversion. 

Instead of trying to convert the customer from several call to actions take the time to review which ones are working. For example, if you were to look at and review your lead sources, you can outline where the traffic is coming from. If you are not getting any traffic from specific call to actions than perhaps it is time to declutter your vehicle display page. One of the best ways, however, to review the reporting is to look at roughly one to two years worth of conversion. If the call to action has not converted any traffic than it is time to get rid of it. 

But not so fast, it is not uncommon for a dealer to still leave the call to action on their site for the fear that a customer might convert. Yet, by simply offering fewer choices already gives the customer more clarity. That is a more precise process on what the next steps are. But if the customer has to choose from more than five options to get an answer, it can be very confusing. Especially if when they do convert on the website their questions are not answered based on the call to action they chose. How many times has the customer gone onto your dealer website and chosen “get quote now,” and when the dealership calls them they do not give them a quote. Instead, they tell them what? “Well, to get the best quote you have to come into the dealership.” While there is some merit to that - i.e., if it is a new car we need their zip code, etc. - the bottom line is the fact that the customer does not always believe that the dealer is honest with them. It goes back to the point of when a customer asks a question - a question that you offered them to ask mind you - then you need to answer it! 

So What is the Best Method of Conversion? 

This is not to offer that there are only one or two methods that are best to convert a customer off your website. However, what this does offer is that it is best to review where your customers are coming from. In doing so, it not only creates clarity for the customer but it also offers an easier buying process online. That said, if chat is a hot call to action for your dealership, keep it! Just take the time to make sure that the chat option is integrated correctly. There is nothing more frustrating than the chat feature covering up the vehicle display page or worse, popping up every few minutes. Lastly, remember - if you are offering the customer the opportunity to ask a question - with the CTA - then make sure you are answering their questions. 

Bottom Line: The easier is it is to get the information they are looking for the better your customer's experience will be at the dealership. Think about it - as mentioned above - it can be overwhelming to have so many options to ask a question. What is worse, though, is that more often than not when a customer does choose one of the many call to actions their questions are not answered. Whether that is the lead not being sourced correctly in the CRM, or the sales consultant (or BDC for those that have one) does not take the time to read the lead. All of which can create frustration on the customer's end. So instead of cluttering your vehicle display page take a minute and review the data. Once you have reviewed, the data have a meeting with your vendors to clean up your site to gain a better sense of clarity! 

How do you handle clarity when it comes to call to actions? Do you leave a call to action on your vehicle display page if it does not get any traffic? If so, why? 

It has been well over a year since I last spoke about texting on the dealer level, but it does not seem that we have made that much progress in the conversation. Other than dealers are working towards using CRM's that have a texting tool implemented in the CRM. However, they still struggle with the fact that their sales consultants are using their own devices to text, email, and call their customers. Has your dealer made any significant changes regarding texting, emailing, or calling from their personal devices? 

Check out the original blog post here to join in on the conversation!  

While we might understand the value in why buy messaging, there are often small disconnects between the why buy message and how it is executed on the dealer level. In that, many dealers have a why buy message, yet their staff is either not aware of and or does not know it off the top of their head. This can not only create confusion on the dealer level but can also cause for the customer to become disenchanted.

More importantly, though, what is a why buy message? Has it changed? Both are good questions. A why buy message is not just a literal message we recite to our customer or have presented on our websites and external marketing. The why buy message is an integral part of your dealers overall branding. Everything from the way your dealer approaches the sales process to how you interact with the customer. So instead of focusing on a one point message, here are some statements and suggestions to better align your why buy message with your customer base.

What Does It Mean to Be A Customer at Your Dealership? Stop Looking Past One of Your Most Valuable Why Buy Messaging Assets - Dealer Reviews!

There are a lot of slogans dealers use to state why a customer should buy from their dealership, no? But we have to ask ourselves, is one statement enough to convince a customer to purchase a vehicle with us? Knowing that a vehicle purchase is most commonly the second most expensive item they purchase? That said, the message has to be more than a catchy slogan, or a paragraph that touts your accomplishments. One of the ways to present your dealer in a meaningful, relevant way is to use your reviews!

A customer review is invaluable to your dealers why buy messaging and branding; however, we have to keep in mind if the review is older than 90 days than the customer might not find as much value in it. Versus a review that was done a week or a few days ago. Yet so many dealers do not even ask their customers for a review, which is only costing them business! To avoid this issue, and use your customers voices to your advantage the sales consultants needs to ask for the review. Asking for the review should be a part of the sales process. That is asking the customer - at the time of delivery - to complete a review. It is also a way to make sure the customer had a positive experience. For example, if the customer were to say no - then you know you have an issue to address, which can also have a positive impact on your dealers CSI score!

Use Your Dealer Reviews in Your Email Marketing and Showroom Floor!

There is nothing wrong with promoting your customer's reviews. If you have a positive brand image, use it! Some of the best ways to take advantage of those hard-earned reviews are to use them in your email correspondence. This is especially true when you are responding to a third party lead. A lead where the customer has not yet necessarily chosen your dealership. So by sending them your positive reviews, it can help set you apart when it comes to your competition. This is not to say or offer that it will work every time. However, a dealer who has several positive reviews has a stronger shot at selling the customer their vehicle.

Another effective way to incorporate your why buy messaging into your dealer is to have pop (point of sale) marketing on the sales floor. Perhaps printing out on a tabletop tri-fold the last three to five reviews. This way the reviews are not obnoxiously standing out, but rest assure the customer will take notice. And if you have won customer service awards then make sure to have them displayed, proudly, in your showroom. This can often be a great ice breaker if your customer is starting to show some concern with their purchase. You can easily reassure them that they have made the right decision by working with you.

Bottom Line: why buy messaging is certainly not limited to the above. However, even if you only adopt one of the two ideas it can set you apart. And for those who are struggling to collect reviews from your customers you have to spend time working with the sales consultants. Both explaining and encouraging them to ask for the review. You can even - with many CRM’s - set up an email that goes out once the lead is marked sold. The email does not have to be too long, either - get to the point, and ask for the review! Once your sales consultants start to get two to three reviews, it will catch on.

What does your why buy messaging look like? Have you used reviews to encourage your customers to purchase with you?