Wouldn’t it be great if every vehicle sale automatically resulted in a five-star review for your dealership? Well, with a little effort, it’s possible!
As demand remains strong going into the end of the year, now is the perfect time to focus on collecting more reviews on your CarGurus listings. Below, you’ll find a checklist of four things you can start doing today to help your dealership get more reviews.
1. Don’t overlook the basics
A quick, informative response is a crucial first step toward winning the buyer—and collecting a great review. Nearly two-thirds of buyers (72%) are unsure of which seller to buy their car from and having the right lead-handling process in place is a basic way to ensure your dealership stands out. Respond to leads promptly (within minutes, ideally!) and always answer the buyer’s questions. Taking a while to reply or focusing on your own priorities, rather than giving the buyer the information they need, could cost you the sale and a five-star review.
2. Make an outstanding first impression in-person
Just because you’ve gotten the buyer to your dealership doesn’t mean your work is done. From the moment the buyer walks through your dealership’s doors, let them know you’re there to support their needs. If they’ve set an appointment, don’t keep them waiting. If they haven’t, greet them upon arrival and set expectations for the visit right from the start. Be professional and look for ways to build their trust. If the buyer feels comfortable and not pressured to buy, they’ll start picturing themselves behind the wheel of one of your vehicles – and the glowing review they’ll leave for your dealership.
Beyond the meet-and-greet, there’s a lot you can do to ready your showroom. Removing clutter from desks, keeping restrooms and coffee stations sparkling clean, highlighting your brag wall, and providing amenities like WiFi, a television, and magazines, are just a handful of things you can do to make a stellar first impression.
3. Go the extra mile
Customers want to feel valued, and the more you can do to show them that they are, the closer you’ll be to a five-star review. One way to do this is by providing customers with a special offer or discount for a future service. Not only does it reward them for their loyalty, but it’s also a great way to get them coming back to your store.
But not every buyer you interact with will buy a vehicle from you, especially with the current inventory crunch. With those buyers, make sure you offer to stay in touch and make good on that promise. If the vehicle they were looking for comes in stock, reach out to let them know. Even if they’ve found the vehicle somewhere else, they’ll be impressed by the follow-through.
4. Make it easy for buyers to leave a review
While CarGurus automatically invites a buyer to review a dealership they recently contacted, you can still encourage customers to leave reviews in a variety of ways. Include signage around your showroom that tells customers where they can leave a review online or consider creating a physical card that prompts them to leave a review about their experience on CarGurus. Following up with customers after the sale is another great way to ask for feedback and request a review. The easier it is to leave a review, the more likely the customer will be to leave one.
Bear in mind the power of reviews and earn Top Rated Dealer status
It’s not too late to qualify for CarGurus 2022 Top Rated Dealer award which has been the mark of quality for dealerships since 2015. To qualify for the prestigious award, dealers must satisfy a variety of criteria, including:
- Maintain a minimum star rating of 4.5
- Receive at least five reviews within the year
If you’ve ticked off all these items, you’ll see rave reviews rolling in in no time—and be well on your way to earning the Top Rated Dealer award.