Professional Community for Automotive Marketers, Car Dealers, OEM and Suppliers
Would you write a review for a hairstylist while he or she was cutting your hair?
It's not enough to be against something; one must offer an alternative.
I am known to be against in-store reviews. I believe they create a feeling of pressure to the customer regardless of your actual actions. Once you have created a great buying experience where the customer feels he or she has had a no-pressure purchase, you suddenly make him or her feel the pressure of writing about it online.
Proponents of in-store reviews justifiably want to get the customer to write about their pleasurable purchase while they are in the store and still "fresh".
I understand this but disagree. In a recent article on Automotive News about this very subject, a commenter stated that, "If you think in store reviews are legit you must be a dealer."
Alternatives to this pressure have been offered such as:
All of these alternatives are OK and maintain the integrity of the request for an honest review.
Here is a better way. Send this request as soon as your customer has left the store in their new vehicle.
Most customer feel obligated to reciprocate for their good fortune in buying the right car, at the right price, from the right person, at the right dealer. And you are looking them right in the eye, but with no pressure, asking for this favor.
Make it easy for them. The review site is staring them right in the face and only requires them to start writing.
Get more reviews. Get quality reviews. And get them in an ethical, no-pressure way.
Maintain your integrity and show others how to give great customer service and be rewarded for it!
Written by Tom Gorham
Editor, From The Trenches