Certified Dealer Program Drives Showroom Traffic and Boost Sales

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.

For more infor­ma­tion vis­it DealerRater.com. Read the full arti­cle here.

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