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From Lyndhurst, New Jersey, one family owned independent auto dealership is demonstrating true leadership in demonstrating how a customer-centric focus empowers them to cross the digital divide.

Since opening their doors, Amaral Auto Sales has always been committed to their customers. But what used to spread via word of mouth now travels at the speed of light over the internet in the form of online reviews.

Don’t Let Others Tell Your Story


The dealership saw the power of the web the first time GM Neil Amaral did an online search for it and saw they’d received a couple of negative reviews.


So Amaral immediately went to work addressing the reviews, taking control of his dealership’s reputation before others built a negative reputation for him across a myriad of review sites. It also gave the dealership another reason to consider their customers.


“Everyone knows how easy it is to get a bad review, so we think twice about how we treat our customers and good customer service is always on the back of our minds,” said Ameral.


Amaral joined Dealer Rater as a Certified Dealer and now, with more than 100 reviews and a near-perfect 5 star rating there, he was recently featured in the Dealer Rater Newsletter.


“I keep track of every review we have online,” said Amaral. “A lot of people mention reviews now and our reviews have helped wash away the negative stigma that used car dealers often get.”

Paying Dividends

Amaral’s laser-like focus has also paid dividends to his service center as well, bringing in new business.

"Our online reviews have helped increase business to the Amaral Service Center,” Amaral told Dealer Rater. “We had a guy come in after he blew out two of his tires. We have a couple close-by shops that specifically sell tires, but this person went home and looked online, saw our reviews and decided to come in and get tires from us. That’s just how it happens now.”

Amaral’s leadership has also been recognized by the Automotive Leadership Roundtable as the only independent dealer invited to participate in their high-level executive roundtable for two years running. The ALR features the most innovative leaders in automotive retail and Neil will be at this year’s event in Miami, Florida on April 6th and 7th.

Views: 330

Tags: Reputation, Reviews, Sales, Service


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Comment by Erika Kay Simms on April 8, 2014 at 8:20am

Chris - I agree, I can only hope that other will see what a great job he is doing and be open to change. 

Comment by Simon Smith on April 4, 2014 at 1:28pm

Erika great post and Neil runs a great all around operation at his store.

Comment by Chris Spensley on March 31, 2014 at 3:33pm

With so many doing it wrong- it's great to read about someone doing it right. Need more like this guy.

Comment by Neil F Amaral on March 28, 2014 at 1:25pm

Thanks for taking the time to write this Erika.

Comment by Erika Kay Simms on March 28, 2014 at 1:13pm

Jeff - Yes it is easy to brag about a great guy like Neil who knows how to "Do it right". Even more so because this is a difficult area for a lot of dealers. 

Comment by Ryan Leslie on March 28, 2014 at 11:40am

Thanks for sharing this Erika!

If you want to talk to a guy that is "doing it right" there aren't many as skilled, or as nice for that matter, as Neil. Great Job!

Comment by J.D. Rucker on March 28, 2014 at 11:11am

Neil. Amaral.

Rock. Star.

Comment by Jeff Glackin on March 28, 2014 at 10:07am
Great post Erika! It's easy to brag about a rockstar like Neil isn't it?

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