Case Study Presented by DealerRater
Certified Benz and Beemer of Scottsdale, AZ, is one of the top independent auto dealers in the country, with sales of approximately 120 vehicles per month out of its 47,000 square-foot facility. According to owner Jack Schneider, in June of 2010, while doing well in sales, the dealership was doing nothing about “online reputation management” – an online search revealed two negative reviews and little else. “We realized we had to improve our online reputation. We had so many happy customers but only bad reviews. With the increase in buyers conducting online research, it became clear that we should have our happy customers post testimonials,” Schneider stated.
To help launch the program and make reputation management part of the culture of the entire dealership, Certified Benz and Beemer made it the focus of each weekly sales meeting. Contests were held and the staff was rewarded with parties for milestones such as gathering an additional 100 new reviews. The dealership also utilized DealerRater’s email templates to follow up with customers and encourage them to review the dealership online.
Certified Benz and Beemer completely integrated DealerRater online reviews into the sales process. A three-ring binder sits in the sales office full of customer testimonials. The customer can flip through it while waiting or the salesperson can review with the customer to help close the sale.
In addition, links have been built into every salesperson’s email signature with a template stressing what makes the dealership different, asking the customer to visit DealerRater.com and rate both the dealership and the individual salesperson.
“DealerRater has really helped instill our customer service culture throughout the dealership. Everyone understands that we are striving for as close to perfection as possible. With DealerRater we now also have our customers telling other customers what they have been through. It’s a real sales booster,” said Schneider.
DealerRater attracts more than 8 million consumers every year who visit the site to search for car dealerships, read current reviews, write their own descriptive reviews, and find car deals – all for free. For more information call 800–266-9455, or visit DealerRater today!