CDK's purchase of Auto/Mate may create a major disruption in the dealer management system (DMS) industry. Here is our take. DOWNLOAD
Buying a car has never been easier: pick a car that fits your price range, check out a few reliability rating sites on your selection, go to the dealership for a test drive and – should everything fall into place – you’ll drive off the lot with a new vehicle purchase.
For car dealerships and their direct marketing strategies, it’s only half the battle.
In the online age, there are numerous pipelines for potential car buyers and automotive service customers to obtain reviews of dealerships. Such sites as DealerRater.com offer prospects a one-stop shop for anything and everything related to a dealership: customer service, quality of work, friendliness, overall experience and price of the vehicles in their inventory.
So what can you do to get your automotive customers to share their experiences? Try one or two of the following to get started!
Happiness is a warm review. Get your satisfied customers to spread the word that their dealership experience was a great one. Word of mouth marketing – either by verbal or non-verbal forms – is an important way to influence others in their vehicle purchasing decisions. Dealers should give their raving customers referral bonuses for helping to drive traffic into their dealership.
Launch a social media strategy. By installing a social media strategy for your dealership, you’ll put yourself in the driver’s seat. It’ll give you all the tools needed to monitor conversations about your dealership and provide a chance to perform some reputation management should a negative review come careening your way.
Give incentives. It’s never easy to get your customers to offer a review of your sales or service process. Often times, a person who buys a vehicle just wants to hit the streets and show their purchases off to their friends. Grab their attention by offering incentives like a discounted service visit or an automotive detailing package for their vehicle. Giving them a financial incentive should help get those reviews flowing.
As easy as it is for prospective automotive buyers to buy a new vehicle, it’s just as easy for someone to go online and offer an opinion on their car buying or automotive service experience. By placing a priority on netting positive reviews for your dealership, it serves as a better opportunity to land more people into your showroom and make those sales doors swing.
~ Missy Jensen, Social Media Manager at DMEautomotive
Missy designs, deploys and maintains the social media initiatives for DMEautomotive in an effort to increase brand awareness, distribute company and industry news, provide updates on products and services and promote consumer engagement. Missy enjoys the process of learning; researching and watching projects come to fruition!
Prior to her transformation into a web specialist and work with DMEautomotive, she has 10 years of experience in the marketing and communications industry. Missy served as the Director, Handicapping & Communications for a regional golf association and helped successfully launch and maintain a cutting edge technology-based ticket resale program on behalf of the St. Louis Cardinals.
Missy attended St. Lawrence University where she graduated Magna Cum Laude with a BS in Psychology. She also holds a Master’s Degree from Miami University in Oxford, OH. She can be reached at firstname.lastname@example.org and check her out on LinkedIn.