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I opened up the latest Automotive News over breakfast today and noticed a teaser for an article inside.
"Warning: Ratings Count for Shoppers". Of course after teaching Reputation management and customer service workshops for the last 2 years in the automotive industry I am always drawn to this type of article.
Well before I get to what the article said, I was so happy to see my friend AJ Maida of Papa's Dodge smiling back at me when I opened to read. The article discussed how he has increased reviews after it got serious about obtaining reviews and went from 30 to 220 over various platforms and in turn increased sales. Nice job AJ.
Back to the stats. The one that stood out for me was the Volkswagon of America looked at the star ratings by its 600 dealers on Google and other sites and found that those dealers that averaged 4 stars or better received 32% more traffic to it's site.
32% more. that is a big jump in traffic.
As I have stated many times before, we all have been trained as consumers to read reviews to help our decision. Automotive is no different and thank god the industry is coming around.
I remember 2 years ago a dealer telling me "automotive is different, people don't read reviews". I believe it was because reviews were not there to read. But now because of progressive dealers who saw the marketing opportunity of putting their reputation out there for potential customers to read, consumers are demanding that your customers tell them what kind of experience they are going to receive if they do business with you.
If you have not embraced this yet, it's never too late.
The statistics are everywhere about the importance of reviews but 32% increase is one we all should pay attention to.
Keep it up AJ.
If you have any questions feel free to call me or email me.
Glenn Pasch, COO