Importance of Online Reviews For Automotive Dealership Sales

Online reviews on automotive dealer’s website are valued features and play a key role in influencing the customer’s automotive buying decision. Online reviews are sought after by customers using Internet at every stage of car buying process, as they offer existing customer experiences on vehicle models, services, policies etc of particular automotive dealers. It is important to include online reviews and testimonials in dealer websites as they help in retaining the existing customers and builds initial trust among potential customers. It helps to increase sales as prospective customers prefer to deal with dealers they can trust.

Positive Impacts:
Online reviews positively impact the dealership sales by increasing the confidence among both existing and potential customers.

Credibility
Potential customers perceive online reviews as authentic, genuine opinions from other customers and feel that they are receiving accurate information. They provide an effective way for dealers to communicate with customers. A good number of positive reviews on dealer website mentioning satisfactory experiences of customers are likely to instill confidence among potential customers. The potential customer can feel more comfortable and satisfied when reading a comprehensive evaluation of the dealer from a large number of customers. Even, the way dealers handle negative reviews by customers by quickly and efficiently resolving problems increases the trustworthiness of the dealers. It is likely that such unhappy customers will revert back to the same dealer.

Included In Consideration Set
The customers usually have a pre-defined set of vehicles that they prefer to buy. The automotive dealers in order to increase their sales needs to persuade the customers to alter their consideration set. The customer generated content like vehicle ratings and reviews, consumer ratings and reviews, dealer ratings and reviews can be effectively used by automotive dealers to alter the consideration set of these automotive internet users. The information given through dealer ratings and reviews can effectively target the new-vehicle buying customer segment. The reviews enhance dealer consideration among customers as both positive and negative reviews increases awareness level of the particular dealer. Also, positive reviews improve the attitude of customers towards dealers. Thus, expanding the consideration set helps to increase automotive dealership sales.

Reassurance
The online reviews and testimonials at automotive dealer website provide reassurance to the new customers that the dealer stands for professionalism, quality, credibility, and security. Reviews by previous customers reassure the potential customers that it is safe to deal with this dealer and there is commitment to customer’s privacy. Providing reviews on dealership website also increases conversion rates as it increases trust and confidence among first time visitors. Thus, existing and new customers will confide upon the dealership that helps to increase sales.

Negative Impacts If Not Monitored:
The negative online reviews can have impact on the attitude of customers towards automotive dealers.

Left Out From Consideration Set
Online reviews influence the purchasing decisions of automotive internet users. Also, they are checked while researching for a particular car on the Internet. Thus, ignoring or not monitoring the online reviews means failing to effectively target the large segment of automotive internet users and getting left out from user’s consideration. Poor online reviews and testimonials can fail to persuade, build confidence and trust among first time visitors and lose out on important prospective customers.

Needs More Time To Convince The Buyer
Online reviews and testimonials indicate the satisfaction of other customers due to better services and quality offered by dealer. Potential customers reading improperly monitored reviews are likely to view the dealer as less reliable and not trustable. Thus, the dealers may have to put in more efforts and time to convince the customers.

As online reviews are like online conversations between customers, automotive dealers need to actively get involved in them that can result in sales growth. The automotive dealers can leverage online reviews and testimonials by existing customers to generate new customers by efficiently targeting them at each step of car buying process.

Automotive Advertising Agencies And Technology Vendors Consolidate Along With The Auto Industry

The consolidation of the auto industry has forced automotive advertising agencies to take on new areas of responsibility that include integrating sales processes on the virtual showrooms being built on the Internet Super Highway with real world brick and mortar facilities. The internet has sparked new vendor applications and technologies that have forever changed the role of automotive advertising agencies who are challenged to match the message on the street with the message on both the real and virtual showroom floor. Technology has always determined the media used to deliver a targeted marketing message with human nature shaping the messages and methods to deliver it. The Internet and the impact that online social media is having on the shopping and buying habits of consumers is being reflected in the emerging technologies and applications focused on providing efficiencies and short term R.O.I. analytics for advertisers.

It is no longer enough for automotive advertising agencies to simply drive customers to their auto dealer client’s websites and/or showrooms. Until and unless their efforts can be sourced to specific vehicle sales and/or repair orders they have not earned their agency fees. Fortunately, new vendor applications have been developed to handle the warp speeds that customers are travelling on the Internet Super Highway. These integrated solutions are being consolidated into comprehensive platforms built on best in class applications that follow customers all the way to the showroom floor and/or the service drive — and beyond with after sales follow up to improve customer satisfaction and retention.

Technology vendors that provide specialized applications for the auto industry have been consolidating their products and services to improve selling processes by linking new and pre-owned vehicle sales with fixed operations. Efficiencies in processing customer contacts through integrated ILM and CRM systems tied to in store desking applications and DMS platforms allow automotive advertising agencies to manage and monitor customer contacts with a verifiable R.O.I.. This kind of R.O.I. analysis was not possible when sales and service functions were handled by individual vendor solutions that did not communicate efficiently with each other.

The consolidation in the automotive advertising technology sector has been evidenced by the increased market penetration by extensive product suites such as those offered by the ever expanding group of individual vendors that comprise Dominion. The recent acquisitions of Kelley Blue Book and vAuto by Auto Trader represent a recent consolidation of best in class vendor solutions to expand their iconic marketing platform. These complimentary products and services further differentiate Auto Trader from the competition and provide a more comprehensive product suite for the auto dealers that they serve. Similarly, individual vendors have extended their product suites to include applications that compliment their initial offerings such as the expanded marketing services being offered by Higher Gear to extend their CRM application and state of the art mobile applications recently added to eCarlist to compliment their inventory management/marketing platform.

These examples of best in class products and services offered by auto industry focused vendors integrated into platform solutions link vehicles sales and fixed operations to improve efficiencies and provide more comprehensive R.O.I. analytics. Auto dealers and automotive advertising agencies that have survived the consolidation in the retail auto industry have turned to these technology providers to leverage their limited resources.

The future for auto dealers and automotive advertising agencies clinging to old school business practices without embracing the internet, social media and technologies to maximize the efficiencies that they represent is bleak. Similarly, vendors serving the auto industry must expand their products and services beyond their initial core products to provide complimentary and integrated solutions or they will swept aside by platform solutions that address their auto dealer clients needs in a more comprehensive manner.

How to Invest in the Right Automotive Tools and Automotive Equipment

If you own or operate an automotive service center, then you know the importance of keeping costs low. Not only is this important to you, but in a day where fuel costs are rising, and insurance premiums aren’t getting lower, this is even more important to your customer. Car owners that are looking to have their vehicle serviced are doing so in an economy today that is tough. What they want and need from a good service center is low costs, quality parts, and mechanics that can get the job done right the first time. An auto service center is only as good as its reputation, and this is an industry where the stigma of con artists hoping to make a quick buck is high. You don’t want that to be you if you want your service center to be busy. You are in the business of making people’s lives easier, by providing quality service that keeps their vehicles safe, and their wallets in good shape. How you do this is by investing in the right automotive tools and automotive equipment to keep your costs down. When your costs are down, you can pass those savings on to your customers who will not only keep coming back to you, but send you everybody they know as well.

Customer satisfaction starts with having the right automotive tools. Investing well in these tools is the most important start to increasing your customer satisfaction. You will keep a large client base and a busy shop by ensuring your mechanics are superior, and are using superior tools and equipment. The best way today to find superior automotive tools and equipment is by shopping online and comparing prices. You don’t always want to go with the lowest costs, as very often these costs translate into poor quality. You want a parts and equipment provider that has stood the test of time in both of the same things that are important to you, quality AND cost.

There are a number of different automotive tools and equipment you will need in your service center. Investing well will go a long way towards keeping your shop open and busy. When you buy the wrong tools, or order poor quality parts, your business will suffer. Items such as auto lifts, air compressors, lubrication, wheel balancing, tire changers, and service and exhaust equipment just to name a few. The most popular forms of auto lifts are two posts, although you can purchase four posts or mid rise or turf products as well. Safety standards will be ensured by the manufacturer. Air compressors can be run on either electric or gas power, and in some cases diesel. These are just a few of the examples of standards to look for when purchasing automotive equipment.

When you are shopping online for automotive tools, you want a supplier with a wide range of product choices in each of these categories. This will enable you to choose the quality you need and want to run a successful service center. Distributors that offer minimal choices may give you the best deal, but they may not give you the best product. You also need a distributor that has stood the test of time in their business. Businesses that have only been open for a few years may not have the quality standards you seek. At the end of the day, when you buy automotive equipment, you are buying equipment that will keep others safe on the road. It is an investment that will lead to your long term success.