WALTHAM, Mass. -

One Arizona dealership is apparently seeing big results from implementing DealerRater’s Certified Dealer Program, noting that it has helped boost sales by 20 to 25 percent.

The program, which offers a suite of online review-gathering and leveraging tools for car dealerships, was utilized by Scottsdale, Ariz., dealership Certified Benz and Beemer, and the store noted sales soared after “a complete overhaul of its online image and reputation.”

Though Certified Benz and Beemer sells approximately 120 vehicles per month out of its 47,000 square-foot facility, back in June 2010, according to owner Jack Schneider, “the dealership was doing nothing about online reputation management; an online search revealed two negative reviews and little else.

“We realized we had to improve our online reputation. We had so many happy customers but only bad reviews.  With the increase in buyers conducting online research, it became clear that we should have our happy customers post testimonials,” Schneider further explained.

So in an effort to improve the store’s online reputation, Certified Benz and Beemer joined DealerRater’s Certified Dealer Program.

And how did they get started? The store made the program the “focus” of each weekly sales meeting, officials shared.

The company used positive reinforcement to spur interest in the program, and contests were held and the staff was rewarded with parties for milestones such as gathering an additional 100 new reviews.

Moreover, the dealership also utilized DealerRater’s email templates to follow up with customers and encourage them to review the dealership online.

Commenting on the process, Schneider noted, “It was a challenge to get everyone on board — once the salesperson sells a car they want to get onto the next person. Now they have to follow up with the customer and take the time to give them a rating reminder card and ask them to write a review, as well as send a follow up email as a reminder.

“However, as we began to see results, it was much easier to get everyone on board. Now a good 25 percent of our customers review us online, which reflects in the 20 -to 25-percent increase in sales,” he continued. 

Further explaining what role the Certified Dealer Program has had at the business, the company noted that Certified Benz and Beemer completely integrated DealerRater online reviews into the sales process.

Now, the dealership explained a three-ring binder sits in the sales office full of customer testimonials.

“The customer can flip through it while waiting or the salesperson can review with the customer to help close the sale,” officials further explaeind. “Salespeople can also view the reviews with the customer online.  Reviews are framed and prominently displayed in customer waiting areas.”

Furthermore, DealerRater’s review services are pushed through email, as well.

At Certified Benz and Beemer, links have been built into every salesperson’s email signature with a template stressing what makes the dealership different, asking the customer to visit DealerRater.com and rate both the dealership and the individual salesperson. 

And the company noted the program has boosted individual salespeople’s reputations, as well, saying that it’s not uncommon for a potential customer to visit the store and ask for a salesperson by name.

And the program can be utilized in the service center, as well. According to the dealership, it is now working on its service staff to increase the number of service customers that rate the dealership; currently 10 percent of the service customers write a review.

“We’re a very transparent company and wanted our customers to talk about the real buying experience here – how we actually do things. DealerRater helped us differentiate ourselves from the normal thought process.  I’m so proud of what my employees have achieved. We joined the DealerRater Certified Dealer Program in June of 2010 and now we have 489 reviews, around 98 percent of which are positive, with a 4.8 average score,” Schneider noted, expressing enthusiasm for the results the dealership has enjoyed.

Schneider also went on to note that as the dealership continues to work to expand its online reputation, the store is seeing satisfied customers sharing their positive experiences.

Schneider, noted, “DealerRater has really helped instill our customer service culture throughout the dealership. Everyone understands that we are striving for as close to perfection as possible. We’re a low pressure, full disclosure dealership with CARFAX report, service history, KBB etc.

“Every time we sell a car we want the customer to have all the information at hand to make a smart informed decision. With DealerRater we now also have our customers telling other customers what they have been through. It’s a real sales booster,” he concluded.