It is arguably the best time to be in the world of car sales, we have consumers at the end of our finger-tips, literally. In fact a staggering *84% of our car buyers are starting the process on their mobile phones, as a result 9% go on to purchase a car online.
With the number of e-commerce buyers set to increase by 40% come 2020, how do you ensure that you stand out online?
Well, the first thing is don’t panic. You have all the tools in your toolbox but it’s all about how you use them.
1. Classified websites
In the UK we have a number of major contenders in the automotive classified websites sector however, the UK’s number 1 website is Auto Trader. With an average traffic rate of 50-60 million consumers looking at their website every month it is a hot spot for advertising. As a result of this, 13,000 dealerships are advertising on Auto Trader reaping the benefits of national visibility, trusted names and price value tags.
But what about Motors.co.uk? They have been bought out by eBay and have now joined forces with Gumtree UK. This could be a game changer for the automotive classified websites as Gumtree is the UK leader of general classified websites. Motors.co.uk currently have more than 350,000 used car listings with over 5,000 of the UK’s leading automotive dealers choosing to sell on their platform. I wonder what effect the change will have on Motors.co.uk traffic and it’s influence on the market.
Matt Barham, general manager of Gumtree UK said: “By combining Motors.co.uk’s extensive inventory, dealer engagements, traffic and cutting-edge tools and services with the considerable audience of in-market car buyers provided by eBay and Gumtree, this acquisition would give UK car dealers a significantly broader reach.”
Watch this space.
2. Authentic reviews
This really doesn’t need to be a tricky subject. You should be proud of your authentic reviews. It reflects on the service that you have endeavoured to create.
We talk about authentic reviews because that is the only kind of review that builds value in a product, team, business and brand.
But how can you ensure that you are collecting authentic reviews?
-Use a third-party company. This shows that dealers are not just picking their own positive reviews.
– Choose a provider with a closed platform – meaning not anyone can just leave a review. They have to be a customer of the dealership.
– Don’t buy fake reviews or fake your own, consumers are savvy and will see through them.
3. What about negative reviews?
There is no such thing as a negative review, it all depends on how you deal with it.
68% of consumers trust reviews more when they see a mixture of positive and negative reviews.
JudgeService is a closed platform and will not remove a negative review unless it is discriminative or offensive. As a result of this, it allows customers to gain trust when they see a professional reply from a dealer reassuring them if anything does go wrong, it will be resolved accordingly.
This has a much bigger impact than a FAKE positive review.
4. Display your reviews
The pressure is on to make the dealership a customer service haven. However, as we identified, 84% of our potential traffic starts online. So how can you let consumers know about your outstanding service?
Display your reviews! It is as simple as that.
JudgeService have partnerships with Auto Trader and Motors.co.uk allowing all of our clients the ability to show their authentic reviews on their website. As well as displaying them on their own website, Facebook, google and JudgeService.com.
“He who whispers down a well about the goods he has to sell, will not reap the shining dollars as he who climbs the tree and hollers”