Reputation Management Turning Point - Car Dealers Exposed
There has been a shift in the mentality of the average consumer shopping for a new or used car over the past 12-18 months. It is no secret that we live in the age where the information needed to make an informed decision is literally at our fingertips and the old adage of simply advertising the lowest price for a given vehicle is no longer is enough to attract new customers.
Let me explain:
Let's say you wanted to go out for dinner in your local town and wanted to try something new like "Indian food" for example. A typical scenario would include a quick visit to Google and perform a search for "Indian Restaurants in your local area" and viola you would be presented with a list of results that include the location, price point and reviews. You like most people immediately skip right past restaurants that have received less than desirable reviews and move on to comparing the remaining more favorable choices by the secondary criteria of price and location. The point being that your online reputation good or bad will eventually affect your bottom line in very different ways.
The same holds true for consumers who are shopping for a specific make and model and are more concerned with a dealers integrity than price. The reason is simple; consumers of today have been conditioned by Wal-Mart, Best Buy and now Target amongst others to request a "Price Match Guarantee" so the expectation is that the dealer will conform to what is becoming the industry standard if they want the business (and in most cases this holds true).
We live in an age where every second of the day is accounted for and we don't want our time wasted visiting dealerships who cannot deliver what they promise before, during or after the sale. We all know that if you find something you like about a product or service you may tell a few of your friends and family, but if you are exposed to something negative you will pool all of your energy, knowledge and resources into ensuring EVERYONE with or without an internet connection will know of your experience. It is no secret as studies have shown the power of a negative review far outweighs the power of a positive review.
Unfortunately for most car dealerships monitoring and repairing their online reputation by utilizing "in house" staff has proven to be a losing proposition for many reasons, lack of knowledge, perceived expense and not the least of which the cost of training an employee who is more than likely going to jump ship and find another job utilizing their newly acquired skill set.
In the recent past most dealers would have cringed at the thought of budgeting any money towards a service that was not going to promote their inventory with the intent of generating a lead. Fortunately a few of the more progressive dealers have taken the lead and utilize a third party Reputation Management service like the one offered by Autoxloo Dealer Management Solutions and have shown to improve brand awareness, restore consumer confidence in their dealership and most importantly increase sales figures.