From Jack Schneider of Certified Benz and Beemer
The DealerRater Certified Dealer Program, offering a full suite of online review-gathering and leveraging tools for car dealerships, has helped drive showroom traffic and boost sales by 20–25% at independent car dealer Certified Benz and Beemer of Scottsdale, AZ, through a complete overhaul of its online image and reputation.
Certified Benz and Beemer is one of the top independent auto dealers in the country, with sales of approximately 120 vehicles per month. 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.
“I’m so proud of what my employees have achieved. We joined the DealerRater Certified Dealer Program in June of 2010 and now we have 489 reviews, around 98% of which are positive, with a 4.8 average score. We were even named the 2012 Used Car Dealer of the Year for Arizona! And that’s not all. Through managing our online reputation with DealerRater, our sales, which were already strong, have increased by about 20–25%,” Schneider added.
“It was a challenge to get everyone on board. However, as we began to see results, it was much easier to get everyone on board. Now a good 25% of our customers review us online, which reflects in the 20–25% increase in sales.” said Schneider.
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.
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.
The dealership is now working on its service staff to increase the number of service customers that rate the dealership; currently 10% of the service customers write a review.
“DealerRater has really helped instill our customer service culture throughout the dealership. We now also have our customers telling other customers what they have been through. It’s a real sales booster,” said Schneider.