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1Leverage Reviews toImpact the Bottom LineJack SimmonsDealer Training Manager, Cars.com
About Me Jack Simmons◦ Dealer Training Manager, Cars.com◦ 35+ years of automotive retail experience Connect with Me:◦ de...
the potential financial impact of a dealership’s onlinereputation in sales, service and F&ILearn how to foster a reputatio...
ObjectivesMonitorListen to feedbackfrom across theinternetShare feedback acrossthe dealershipAskDeliver a positivecustomer...
I attribute 10-15 percent of total sales permonth specifically to customers who comein after reading reviews. Another 30-4...
6Visitors who read a reviewconsumed, on average,2.2times more pages per visitWhat We Know About Reviews In 2012…Source: C...
7Visitors who read a reviewconsumed, on average,2.2times more pages per visitWhat We Know About ReviewsAnd spent2.13times ...
8Visitors who read a reviewconsumed, on average,2.2times more pages per visitWhat We Know About ReviewsAnd spent2.13times ...
9Visitors who read a reviewconsumed, on average,2.2times more pages per visitWhat We Know About ReviewsAnd spent2.13times ...
10Submitted3.4times more email leads thanvisits that did not read a reviewWhat We Know About Reviews Shoppers who read re...
11Submitted3.4times more email leads thanvisits that did not read a reviewWhat We Know About ReviewsSubmitted4.2times more...
12Submitted3.4times more email leads thanvisits that did not read a reviewWhat We Know About ReviewsSubmitted4.2times more...
13Submitted3.4times more email leads thanvisits that did not read a reviewWhat We Know About ReviewsSubmitted4.2times more...
14Submitted3.4times more email leads thanvisits that did not read a reviewWhat We Know About ReviewsSubmitted4.2times more...
18onaverage25Ifyoungerthan 34Source: GoogleShoppers Use More Sources
How Has Consumer ShoppingChanged?
The Loyalty LoopSource: “The Consumer Decision Journey” McKinsey Quarterly, June 2009
RatingVolume(4.7)(3.1)Which Dealer Would You Choose?
Your Brand Online How are you communicating your dealership’sbrand strategy through the channels you own?
Why Brand Matters More NowThan Ever
Tom WoodToyota
Maguire Promotes Reviews inRadio Spots
Communicate Your Value
Promote Your Reviews
What happens when youdon’t deliver on thebrand value youpromised to provide?
Dealer Review ImprovementProcessPubliclynotifycustomerObjectivelyanalyzereviewsInspectrelatedprocessesImplementprocessimpr...
How jetBlue Made it BetterYou deserved better –a lot better – from uslast week, and we letyou down. Nothing ismore importa...
How One Dealership Overcamea Negative Review
Great Response ProcessListen andAcknowledgeTake theConversation Offline
Leadership andCulture Influence
A Reputation-Driven CultureStarts at the TopConrad [GM] gotbehind me 100percent.-Ricky LopezInternet SalesDirector, Greenw...
The Buck Stops Here
Recruiting and Training
Top Employee
Compensating for ReviewsIn order to receive abonus, each salesperson at Greenwaymust obtain threereviews per month.
Staff Incentives Bonus for Maguire Automotive for eachpositive review the sales consultant receives.
The Bottom LineSeldom do good hires turnbad, or bad hires turn good.Impress upon your store’sleadership team theimportance...
Consider This…How much would your store pay for a goodemployee?What effects have you seen from a bad hire?◦ How much would...
If two to three employees starttogether, the ones that get reviews willquickly go from selling six to nine cars permonth t...
RecapMonitorListen to feedbackfrom across theinternetShare feedback acrossthe dealershipAskDeliver a positivecustomerexper...
Consumers who read reviews on Cars.com aremore engaged: they spend twice as much time on site andview twice as many pages....
Questions?
Leveraging Reviews to Impact the Bottom Line
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Leveraging Reviews to Impact the Bottom Line

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Jack Simmons' workshop at the recent Digital Dealer conference May 7-9, 2013, featured best practices from the dealership marketing pros at Tom Wood Toyota, Maguire Automotive and Greenway Dodge, including strategies for responding to reviews and promoting your reputation to win more shoppers and close more sales.

Published in: Automotive, Business
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Leveraging Reviews to Impact the Bottom Line

  1. 1. 1Leverage Reviews toImpact the Bottom LineJack SimmonsDealer Training Manager, Cars.com
  2. 2. About Me Jack Simmons◦ Dealer Training Manager, Cars.com◦ 35+ years of automotive retail experience Connect with Me:◦ dealers.cars.com/facebook◦ dealers.cars.com/twitter◦ jasimmons@cars.com2
  3. 3. the potential financial impact of a dealership’s onlinereputation in sales, service and F&ILearn how to foster a reputation-driven culture, from processes torewardsopportunities for cost-savings from reviews, includingprocess improvement and staff retentionIdentifyhow consumer-generated content influencesshopping behaviorUnderstandGoalsDefine
  4. 4. ObjectivesMonitorListen to feedbackfrom across theinternetShare feedback acrossthe dealershipAskDeliver a positivecustomerexperienceAsk satisfied customersto write a positivereviewPromoteShare positivereviews withprospectsReward sales, servicestaff for successRespond Acknowledge andreply to feedbackCorrect any underlyingissuesat the store
  5. 5. I attribute 10-15 percent of total sales permonth specifically to customers who comein after reading reviews. Another 30-40percent are likely influenced by them.-Brian HefnerGeneral Manager, Tom Wood Toyota
  6. 6. 6Visitors who read a reviewconsumed, on average,2.2times more pages per visitWhat We Know About Reviews In 2012…Source: Cars.com Internal Reporting
  7. 7. 7Visitors who read a reviewconsumed, on average,2.2times more pages per visitWhat We Know About ReviewsAnd spent2.13times longer on the site In 2012…Source: Cars.com Internal Reporting
  8. 8. 8Visitors who read a reviewconsumed, on average,2.2times more pages per visitWhat We Know About ReviewsAnd spent2.13times longer on the siteOn average,40%of reviews were read on a visitor’sfirst visit In 2012…Source: Cars.com Internal Reporting
  9. 9. 9Visitors who read a reviewconsumed, on average,2.2times more pages per visitWhat We Know About ReviewsAnd spent2.13times longer on the siteOn average,40%of reviews were read on a visitor’sfirst visit…meaning60%are read on subsequent visitsSource: Cars.com Internal Reporting
  10. 10. 10Submitted3.4times more email leads thanvisits that did not read a reviewWhat We Know About Reviews Shoppers who read reviews:Source: Cars.com Internal Reporting
  11. 11. 11Submitted3.4times more email leads thanvisits that did not read a reviewWhat We Know About ReviewsSubmitted4.2times more chat leads than visitsthat did not read a review Shoppers who read reviews:Source: Cars.com Internal Reporting
  12. 12. 12Submitted3.4times more email leads thanvisits that did not read a reviewWhat We Know About ReviewsSubmitted4.2times more chat leads than visitsthat did not read a reviewViewed4.1times more Map & Directions pages Shoppers who read reviews:Source: Cars.com Internal Reporting
  13. 13. 13Submitted3.4times more email leads thanvisits that did not read a reviewWhat We Know About ReviewsSubmitted4.2times more chat leads than visitsthat did not read a reviewViewed4.1times more Map & Directions pagesViewed5.4times more Driving Directions pages Shoppers who read reviews:Source: Cars.com Internal Reporting
  14. 14. 14Submitted3.4times more email leads thanvisits that did not read a reviewWhat We Know About ReviewsSubmitted4.2times more chat leads than visitsthat did not read a reviewViewed4.1times more Map & Directions pagesViewed5.4times more Driving Directions pages Shoppers who read reviews:Visited5.9times more dealer websitesSource: Cars.com Internal Reporting
  15. 15. 18onaverage25Ifyoungerthan 34Source: GoogleShoppers Use More Sources
  16. 16. How Has Consumer ShoppingChanged?
  17. 17. The Loyalty LoopSource: “The Consumer Decision Journey” McKinsey Quarterly, June 2009
  18. 18. RatingVolume(4.7)(3.1)Which Dealer Would You Choose?
  19. 19. Your Brand Online How are you communicating your dealership’sbrand strategy through the channels you own?
  20. 20. Why Brand Matters More NowThan Ever
  21. 21. Tom WoodToyota
  22. 22. Maguire Promotes Reviews inRadio Spots
  23. 23. Communicate Your Value
  24. 24. Promote Your Reviews
  25. 25. What happens when youdon’t deliver on thebrand value youpromised to provide?
  26. 26. Dealer Review ImprovementProcessPubliclynotifycustomerObjectivelyanalyzereviewsInspectrelatedprocessesImplementprocessimprovement
  27. 27. How jetBlue Made it BetterYou deserved better –a lot better – from uslast week, and we letyou down. Nothing ismore important thanregaining your trust.-David G. NeelemanFounder and ChiefExecutive, JetBlue
  28. 28. How One Dealership Overcamea Negative Review
  29. 29. Great Response ProcessListen andAcknowledgeTake theConversation Offline
  30. 30. Leadership andCulture Influence
  31. 31. A Reputation-Driven CultureStarts at the TopConrad [GM] gotbehind me 100percent.-Ricky LopezInternet SalesDirector, Greenway Dodge
  32. 32. The Buck Stops Here
  33. 33. Recruiting and Training
  34. 34. Top Employee
  35. 35. Compensating for ReviewsIn order to receive abonus, each salesperson at Greenwaymust obtain threereviews per month.
  36. 36. Staff Incentives Bonus for Maguire Automotive for eachpositive review the sales consultant receives.
  37. 37. The Bottom LineSeldom do good hires turnbad, or bad hires turn good.Impress upon your store’sleadership team theimportance ofrecruiting, training andcompensating the rightpeople.Source: The Hiring Process: recruiting, Interviewing and Selecting the BestEmployees, Purdue University, 2005
  38. 38. Consider This…How much would your store pay for a goodemployee?What effects have you seen from a bad hire?◦ How much would you pay to avoid that experienceagain?How much is honest feedback worth to you?Source: The Hiring Process: recruiting, Interviewing and Selecting the BestEmployees, Purdue University, 2005
  39. 39. If two to three employees starttogether, the ones that get reviews willquickly go from selling six to nine cars permonth to ten plus.-George DunnDirector of BDC, Maguire AutomotiveMaguire Automotive Sees ResultsImpact the Bottom Line
  40. 40. RecapMonitorListen to feedbackfrom across theinternetShare feedback acrossthe dealershipAskDeliver a positivecustomerexperienceAsk satisfied customersto write a positivereviewPromoteShare positivereviews withprospectsReward sales, servicestaff for successRespond Acknowledge andreply to feedbackCorrect any underlyingissuesat the store
  41. 41. Consumers who read reviews on Cars.com aremore engaged: they spend twice as much time on site andview twice as many pages.2xVisitors to Cars.com who read reviews are 5x more likely tocontact a dealer.5x91% Price isn’t everything – 91 percent of shoppers said theywould use reviews when deciding on a dealership.Managing Your Reputationis Good for You!Source: Cars.com Internal Reporting, DriverSide/Kelton Research Study, April 2011
  42. 42. Questions?

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