Auto Dealer Monthly Magazine is the daily operations publication serving the retail automotive industry. This automotive publication serves dealer principals, officers and general managers with the latest best practices.
Issue link: http://autodealermonthly.epubxp.com/i/146907
ment and review their cars or the service they received at your dealership. Inviting customers to comment, rather than just waiting and hoping, lowers the likelihood of negative reviews and encourages that helpful mix of insights consumers crave. It is also important to remember that negative reviews can actually help your business. Consumers spend four times as long on a site when they interact with bad reviews, trust the reviews they see far more and convert nearly 70 percent more ofen. And customers don't just look at the bad reviews in isolation; it's the ratio that matters. In fact, 68 percent of customers trust reviews more when they view on your dealership site shows consumers that you value opinions and feedback. You're not losing sales by showing them bad reviews; you're steering consumers toward purchases that won't disappoint them. Purchasing the right commenting platform has many other benefts. Reviews bring increased trafc to your site by improving its search-engine rankings. It keeps potential buyers on your site longer by providing them with vital, thought-provoking information. And most importantly, dealerships see an increase in web leads and online sales. Finally, customer comments can also bring your dealership the kind of honest feedback that "CUSTOMERS DON'T JUST LOOK AT THE BAD REVIEWS IN ISOLATION; IT'S THE RATIO THAT MATTERS." see a mix of both good and bad. And a whopping 95 percent suspect censorship or that the reviews are faked, paid for or planted if they don't see any bad scores. Bad reviews are ofen the most popular feature of a site but not because customers are looking for reasons not to buy. Tey're interested in digging deep into the data about each feature and each option from people who've already purchased. Remember, not everyone agrees on what makes for a "bad review." For example, one customer may honestly gripe about having to pay extra for a moonroof. Another customer is likely to shrug that of since a moonroof isn't important to his purchase. Showing that "negative" re- you could pay a market research frm thousands of dollars to get. Honest reviews can help your business improve everything from marketing to customer service to product design. Tey also give you the opportunity to demonstrate how responsive you are to your customers. Te key is to provide your customer with impartial reviews from loyal customers who are interested in sharing the details of their purchase with others. Your business benefts by gaining trust. Te right commenting platform will give you access to those genuine reviews from customers who provide useful, honest data that will increase your sales and customer satisfaction. AUGUST 2013 • AUTODE ALE R MONTHLY.COM 27