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Feedback is a gift so be sure to review your reviews, dealers are encouraged – Car Dealer Magazine

Feedback is a gift so be sure to review your reviews, dealers are encouraged – Car Dealer Magazine

With the summer months upon us, it’s the time of year when many families want to escape the UK and soak up the sun in warmer climes.

Before I book a vacation, I usually look at popular review sites and try to get an idea of ​​what to expect from the hotels I’ve shortlisted, as well as get a general idea of ​​other people’s experiences.

Whether it’s a holiday abroad, a new TV or even considering changing vehicles, I always check the reviews of companies I’m considering buying from and these reviews can sometimes be the difference between me picking up the phone or steering clear!


There are many people in the industry I’ve spoken to over the years who have told me that they fear customer reviews – so much so that they sometimes turn off the functionality or hide them entirely on their social media channels!

It’s understandable that when reviews are overly critical, they can be interpreted as an attack on yourself and your business that you’ve put a lot of blood, sweat and tears into while building it from nothing.

But while it’s important to remember that you can’t please everyone all the time, reviews of your dealership are definitely worth your attention, as you can bet that potential customers will look at online reviews when considering buying a car from you.

When a customer leaves a bad or average review, it’s easier to process it if you see it as an opportunity to improve your business, especially if trends emerge where more customers state that it’s an aspect of the service that they dissatisfied with.


If there are simple solutions you can put in place to ensure future customers don’t encounter the same problem, you’ll get happier customers, better reviews and far more referrals.

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If customers are very happy with your service, shout it from the rooftops in your ads and be proud to show the positives.

If customers leave very short reviews, ask for more information about which element of the service they liked best.

Whether it’s a good, bad or average review, it’s always best to respond as potential customers will see how you manage customers and their experience buying from you.

Responding to reviews will also show potential customers how you deal with problems when things go wrong, which can instill confidence in those customers who haven’t decided whether to buy from you yet and can make all the difference.

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One benefit of managing reviews effectively is that former satisfied customers may even come to your defense when others post bad reviews about you online.

Customer reviews are a gift that can help you be more efficient, create happy customers and even help you sell more cars, so be sure to keep track of them!

This column appears in issue 173 of Car Dealer along with news, reviews, interviews, features and much more. Click here to read and download it for free!

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