Online Reviews: Do They Sway Purchasing Decisions?

Word of mouth communication is an essential part of selling, as honest reviews about a car or dealership can go farther than many marketing campaigns. With the Web at the disposal of consumers, conversations happen online, and in these conversations, people give the honest truth about the cars they are buying and who they are buying from. These reviews, both bad and good, are influencing another consumer’s intent to purchase.  

Numerous studies over the years have deduced that reviews the power to sway the purchasing decision of others; take a look around social media. Purchasers often consult online reviews before initiating a purchase. Ask yourself: what are they saying about your dealership?

Reading testimonials or reviews of a product or business is an essential part of the purchasing process for your potential customers – they want to get first hand insight from your previous or current clients.

Of course, reviews show and tell all, but even the bad provides an essential balance to the opinions of customers. Vehicles and dealerships that have  a healthy mix of positive and negative are perceived to be more “trustworthy” to potential buyers.

Customer opinions are more than just information, they are an opportunity for dealerships to engage with their customers and build long-lasting relationships. People want to know they are being heard. Through the act of leaving an online review and establishing a relationship with the business, feel like they have a voice and are able to feedback in a meaningful way.

The online customers of today are switched on and informed. They want to read what other people have to say about your dealerships; from sales, to services, test drives, financing, and closing.

Dealerships need to put social media tools in their toolbox to ensure that they can manage customer inquiries better, thus increasing the likelihood of a positive review on the dealership brand.

The biggest obstacle for any business is building trust between brand and customer. Nobody wants to have bad reputation. Quality vehicles, reliability, helpful service departments, and flexibility all add up to the way customers perceive the businesses they patronize, so offering the best customer support through social media management is a keystone in the arch of reviews.

Reviews are powerful and when used effectively they can help you boost sales. How does your dealership facilitate online reviews?