Are You Ready to Drive Showroom Traffic and Increase Sales?

How to Boost Your Online Presence Through Customer Reviews


The Kel­ly Auto­mo­tive Group was found­ed in 1965.  Since that time they have earned a rep­u­ta­tion as the most trust­ed deal­er name in New Eng­land.  A strong focus on the cus­tomer expe­ri­ence has always been part of the phi­los­o­phy of the Kel­ly Auto­mo­tive Group of Eas­t­on and Emmaus, Penn­syl­va­nia.

The Prob­lem:

In ear­ly 2010, the deal­er­ship began to real­ize they were doing very lit­tle to cap­i­tal­ize on their sat­is­fied cus­tomer base. They also felt rather out of touch with the advances in dig­i­tal mar­ket­ing; around 99% of the mar­ket­ing bud­get was allo­cat­ed to tra­di­tion­al media with min­i­mal Search Engine Opti­miza­tion (SEO) or dig­i­tal mar­ket­ing.

The Solu­tion:

  • Kel­ly Auto Group latched onto DealerRater’s Cer­ti­fied Deal­er Pro­gram.
  • Tem­plates were cre­at­ed for sales con­sul­tants to use to respond to Inter­net leads, encour­ag­ing poten­tial car buy­ers to place a cus­tomer review.
  • Rat­ing reminder cards were placed at the Ser­vice Department’s cashier check­out; and, when­ev­er a cus­tomer com­pli­ments the deal­er­ship for its ser­vice, the cashier asked the cus­tomer to fill out the card.
  • Kel­ly allo­cat­ed $60,000 in extra bonus mon­ey. Each quar­ter, the staff meets at a com­pa­ny-wide break­fast to hand out bonus mon­ey to the win­ning sales con­sul­tants.

The Results:

  • With­in the first 90 days, the pro­gram pro­duced a sig­nif­i­cant impact in sales as con­sul­tants saw more refer­rals com­ing in.
  • Between 10–30% (depend­ing on the store) of Kelly’s cus­tomers now go online and rate the deal­er­ship and its sales con­sul­tants.
  • Car shop­pers now arrive at the deal­er­ship ask­ing for a spe­cif­ic sales per­son.

Action­ables for Your Deal­er­ship GM Today:

  • Make your deal­er­ship man­age­ment under­stand that what gets rec­og­nized gets repeat­ed.
  • Set up a “safe envi­ron­ment” to com­mu­ni­cate with cus­tomers to ensure a pos­i­tive deal­er­ship expe­ri­ence.
  • Sched­ule month­ly meet­ings for the pur­pose of mea­sur­ing review scores for your deal­er­ship – whether one loca­tion or sev­er­al.
  • Use the bonus sys­tem to help your sales con­sul­tants reach for top sales at the deal­er­ship as well as No. 1 in your com­mu­ni­ty and your state.

The Kel­ly Auto Group suc­cess sto­ry could eas­i­ly be dupli­cat­ed at your deal­er­ship by vis­it­ing today and learn­ing more about becom­ing a mem­ber of the Cer­ti­fied Deal­er Pro­gram.




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