“In our market, potential customers can buy the vehicles on our lot in five other places at about the same price – we all buy them from the same place, after all,” said Ricky Lopez, Internet Director at Greenway Dodge in Orlando, Fla. “The thing that sets us apart the most is our reviews.” Learn how Ricky and his store are turning Cars.com Dealer Reviews into more business.

1. Greenway Dodge Chrysler & Jeep
Scores with Dealer Reviews
Fostering a Review-Driven Culture from the Top
DEALERSHIP PROFILE:
When Ricky Lopez first came on board as the Internet Sales
Greenway Dodge Chrysler & Jeep Director at Greenway Dodge in 2009, General Manager
9051 E. Colonial Dr. Conrad Letson asked him what the store needed to do to step
Orlando, FL 32817
up its game. Lopez, a 10-year automotive retail pro, had a list
General Manager: Conrad Letson of ideas – and customer reviews were at the top. In his view,
Internet Sales Director: Ricky Lopez reviews were fast becoming one of the most effective ways
for dealers to differentiate themselves with car shoppers and
Key Reputation Management Stats ultimately drive more sales and service business.
• 4.7/5 stars on average with 225+
Dealer Reviews on Cars.com “Potential customers want to know how you’ll treat them
• 3x as many shoppers from Cars.com
in service, in the F&I department, on the showroom
made purchases since the store’s floor – everywhere,” said Lopez. “Conrad got behind
Dealer Reviews rollout me 100%, and that really set the tone.”
• Customers have driven 90+ minutes
to work with specific Greenway employees Lopez first worked with the service department to include
based on reviews that mention their names. reviews in day-to-day staff activities, equipping them with
comment cards and talk tracks created to drive traffic to the
How Greenway Does It dealership’s review sites. He also began training sales and
• Buy-in from senior management F&I personnel on process and best practices, and he gave
• Integrated into recruiting and training the dealership’s reviews more prominence on the homepage
programs and on in-store signage.
• Tied to performance metrics and
compensation Perhaps the most important commitment from Letson,
• Process implementation and recognition Lopez says, was his willingness to tie reputation management
across all departments to compensation.
Putting Money on Dealer Reviews – Literally
Pay in the dealership world has long been tied to “hitting
your numbers,” whether it’s short-term incentive plans that
clear out stagnant inventory or bonuses dependent upon
the number of repair orders closed. The role individual
metrics and compensation play in achieving dealership-wide
goals was precisely why Lopez advocated so strongly for
considering reviews during the recruiting and training
processes, but more importantly, incorporating review
acquisition and ratings into individual pay plans.
In order to receive a bonus, each salesperson at Greenway must
obtain three reviews per month – one of which must be on Cars.com.
In order to receive a bonus, each salesperson at Greenway
must obtain three reviews per month, one of which must
be on Cars.com. On the service side, bonuses tied to
ROs are released only when the department makes its
reviews quota. Lopez also instituted SPIFF programs to
get customers engaged in the success of their favorite
salespeople and service personnel.

2. “For one contest we ran, I offered dinner for two at a
nice restaurant to the associate who got the most reviews
that month,” Lopez said. “Customers were really excited
that they were in a position to help someone take their
significant other, friend or family member out for a
special dinner.”
How One Negative Review Paid Off Big
The F&I process can take extra time for first-time buyers,
so when one customer missed out on a used van he was
interested in, he took to Greenway’s reviews pages to
communicate his disappointment.
“He was angry that the vehicle was sold, and he
warned other customers in his review not to shop with
us because he felt that we lied and sold the car out from
underneath him,” said Lopez. “It wasn’t true, but we still
reached out to him immediately and offered to put him
in a better vehicle to make up for any misunderstanding
the situation may have caused.”
The customer’s sister came with him on his return
visit, and while Lopez wasn’t aware of it at the time,
she and her family were in the market for a new vehicle.
Greenway’s response to her brother’s complaint and
the store’s obvious commitment to customer service
gave her confidence to make a purchase of her own.
“Negative reviews give you the chance to show future customers that
you’re committed to making things right in the end.
“We don’t mind if we get a bad review,” Lopez said.
“Nobody’s 100% – if you are, people worry you’re writing
them yourself. Negative reviews give you the chance to
show future customers that you’re committed to making
things right in the end.”
Just Getting Started
After just one year of building their Dealer Reviews GREENWAY’S VOLUME-DRIVERS
presence on Cars.com, everyone at Greenway has gotten
on board, Lopez says, and the dealership has set a goal • Reviews landing page at ilovegreenwaydodge.com
of acquiring a total of 1,000 reviews by the end of 2012. • Point-of-sale cards
• E-mail template with links to review pages
“In our market, potential customers can buy the new
• Strong social media presence
vehicles on our lot in five other places at about the same
• Personal follow-up videos, created and distributed
price – we all buy them from the same place, after all,”
for free via EyeJot.com
Lopez said. “Consumers want to know how you’re going to
treat them, and most car shoppers are making decisions
based on what they see online. The thing that sets us apart
from our competitors the most is our reviews.”
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