Automotive Marketing Professional Community for Car Dealers and their Managers
Thank you to CBT News for publishing this video which shows their recommendations for the top 5 ways for a Car Dealer to improve the reputation of his/her dealership.
When bad press is written or poor reviews are posted about a Car Dealership, the damaging effects can last for years. Online reviews can be disputed and social media posts may be removed in some cases, but public opinion about the dealership may have already taken a hit.
If a dealership’s reputation is rather neutral or has a very small base of posts and reviews, it’s a simpler task to create good press than repair a bad reputation.
I found the following 5 ideas to boost a dealership’s reputation posted by the CBT News Network at CBTnews.com/5-ways-boost-dealerships-reputation .
Please use the comment text box below this post to share your opinions regarding the five tactics listed...
According to CBT, these 5 tactics should be part of a strategy to improve your dealership's reputation regardless of where it is at now:
According to a recent Mintel report, 81 percent of 18 to 34-year-olds “seek opinions through online reviews before purchasing any products or services”. While that pertains primarily to the product itself, a negative review of your dealership can hurt your store. Whether it’s a concern about the service received, the pricing, the communication, or the cleanliness of your washrooms, bad online reviews are damaging.
Explicitly request online reviews from customers you know to be completely satisfied with your dealership and their purchase. These positive reviews and a few glowing remarks will strengthen your reputation in online forums.
Your reputation is closely tied to your authoritative presence also. A successful social media campaign is ongoing and specifically targets your store’s primary demographics. Through Facebook, Yelp, Twitter, Instagram, and Google+, consistent posts from your dealership create an aura of authority.
Post regularly and with a variety of material – relevant news stories, deals, staff profiles – to create a knowledgeable, friendly stance followed by a wide range of customers and potential customers.
Remaining a rock-steady presence physically in your community is critical. A dealership that moves locations or looks run-down detracts from its reputation.
A dealership kept in good repair and in the same location is ideal. If exploding business creates the need to move physical locations, make it part of your social media campaign in a positive light.
Word of mouth is still a major influencer among car shoppers. When a customer has a positive experience, they tell one or two people. Meanwhile, negative experiences are communicated to seven or more friends and acquaintances as well as posted online. Some of the most damaging remarks are “poor communication”, “I had to keep calling”, or “I never heard back from him”.
Instead, create a positive reputation based on flawless communication. Stay ahead of the customer by placing follow-up calls more frequently than they would expect, even just to stay in touch. When they talk to their friends and family, the statement is “I always get a call back right away”.
Get your dealership’s name in print and in lights as often as possible in your community. Community events and charitable contributions to society can be costly financially, but the rewards are reaped in the positive reputation created by it.
As often as your dealership’s budget allows, invest in your community to spread your store’s good name. These contributions are seen in a good light. Make sure the items you invest in are targeted and will reflect well on your dealership.
What Do You Recommend?
Please post using the comment section below...
Great video, and some great points! Getting reviews is a risky process as we all know that once you start allowing for reviews, that one customer who did not have such a great experience can have a pretty negative effect. In that sense, it is worth really weighing up this option before making it part of your online presence. The rest of the suggestions are great though! A great mix of traditional and online ways of engaging potential customers in your company.
I would add that having a well-structured website is now also a must. Having a social media presence is great, but with most companies, people will want to view their websites to find out more. You shouldn't be posting all of your information on social media - leave them wanting more! To that end, it is vital to have a great, modern looking website that is easy to navigate and that people are not bouncing off of before finding the information they want (e.g. if the car they want has leasing options). Letting your brand down after a great SM strategy, great local reviews and top-notch communication by not having an ergonomic website can be so easily avoided now that it is worth taking the time to make sure this channel is exploited to its full potential. This also ties into augmenting SEO strategies for your company, as they that are just as important if you want to build up your customer base.