Customer Reviews: 7 Pitfalls to Avoid at Your Auto Dealership

 Recent online customer reviews are the single biggest factor that drives leads to your car dealer website. However, not every review can convince prospects to buy from your dealership. 

Here are some some pitfalls to avoid by your car dealership. 

1. Restricting Customer Reviews to Limited Avenues

Seeking customer reviews from just a couple of channels like your car dealer website or email marketing is not a recommended practice. You need to nudge customers to review your dealership through all channels available – your sales and service departments, social media, website, newsletters, direct mail, email, and more.  

2. Requesting Reviews at the Wrong Time

One common pitfall is to request reviews when customers are not ready. For instance, it may be inappropriate to request reviews when the customer is unwell or preoccupied with something else. 

The best time to request a review at the dealership would be just after sales when the customer is waiting for paperwork, or after scheduled service, either at the dealership or after drop-off. 

3. Fake Reviews

Never fake your reviews. Customers are smart enough to understand the difference. 

Do keep an eye out for fake negative reviews posted by unscrupulous competitors as well. 

4. Not being specific 

Whenever you request a review, be specific. Suggest potential areas that the customer should be reviewing and explain why that makes sense. 

If your request is vague then the review is likely to be vague as well.

5. Showcasing Only Positive Customer Reviews

Showcasing only positive reviews is not a recommended practice for your car dealership. Instead, ensure that you have at least three recent positive reviews at any given time.

6. Unfair Filtering and Website Ranking

Avoid review websites that use algorithms to remove useful reviews. 

Review scores have a direct impact on your car dealer website ranking as well, and it is important to closely mentor your overall score on review websites where you have published your profile. 

7. Publishing Anonymous Online Reviews

Avoid publishing anonymous reviews. Prospects trust reviews published by people who reveal their identity. Verify your customer reviews before publishing.

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