Online Peer Review -- How Forum Access Is Changing Car Sales

[gfhoesch]

It seems like not so long ago that people went out and bought their cars without the help of the internet. They went to a dealership or they saw an article in a magazine or an ad on TV, or maybe they asked their friends and coworkers for recommendations. It was the way we always did things.

Then this little thing called the internet came along and changed the whole game, and online brand marketing became vital to your business' survival.

Think about it -- most people don’t even try out a new shampoo without checking the internet to see what other people thought about it first, and shampoo costs only a few dollars. Books cost little more than that, but thousands of people rush to Amazon to get the opinions of their peers. With the average cost of a new car coming in at over $20,000, it’s not hard to fathom why car buyers are heading to the internet in droves.

What Peer Review Sites Can Do For Your Auto Dealership

For some businesses, the presence of peer review sites is a nightmare for their sales. A few bad apples seem to spoil the whole bunch, and it’s the ultimate way to “tell two friends”. But how can you spin the widespread use of these sites into something good for your auto dealership?

Utilize the good.

Make a point of checking out what people are saying about the cars you sell. Highlight the good points on your blog and take the opportunity to showcase the great features your car has to offer. If everybody’s talking about resale value or how quiet the vehicle runs or how comfortable the seats are, focus on these elements in your blog. This way, readers can see the pros on your own site without having to go anywhere else.

Respond to the bad.

Everybody’s going to have a complaint -- nothing is ever perfect. Review what’s being said about the cars you sell, and make a point of responding to the not-so-stellar reviews. If there are ways to combat negative elements, address them in your blog. Make a point of being as transparent as possible, and you’ll increase your readers’ trust.

Ignore the ugly.

Some people just like to give a bad review -- we’ve all seen them. When something you read ends up being obviously biased, it’s often not worth comment. When you read an online review that’s outright nasty, you can tell what the writer is doing, and other readers can, too.

Don’t waste your time targeting complaints that can’t be remedied. Focus on turning these reviews into something good, whether they started out that way or not, and you’ll become the place buyers go when they want the real deal.