Ways that word of mouth marketing can take your dealership to the next level

Post date: Feb 15, 2019 6:52:46 PM

A car dealership, whether selling new or used vehicles, is a business of trust, according to industry veteran and expert Jeff Lupient. This is why word-of-mouth (WOM) marketing has proven to be such a powerful weapon for dealerships that seek to carve a place in their respective markets. Car buying relies so much on credible and accessible stories and experiences of family members, friends, colleagues, or neighbors with a specific business.

WOM marketing has several advantages for auto dealerships. One is it creates trust, as buyers tend to believe someone giving them a referral because of the assumption that the person was happy and contented with the product or service. It also counteracts cold calling, enabling dealerships to reach people via referral programs and social networking instead of annoying tactics. WOM is lost-cost, builds the brand effectively, and provides long-term value.

You can unlock the potential of WOM marketing in your car business through several techniques. One, focus on influencers in your target market – find a set of brand loyalists and target their connections through a referral scheme. It’s also important to establish your presence online, like on Instagram, Facebook, and Yelp. Here, customers can leave reviews and recommend your salesperson or brand. There are instances though that customers post their complaints online but, as Jeff Lupient explains, you can turn things around by responding promptly to the grievance and working closely with the customer to resolve it.

The influence of good ol’ word-of-mouth remains through time. Take advantage of it through a traditional referral structure, social media, and other marketing channels and platforms that can spread the joy of satisfied customers and bring in new ones.

Jeff Lupient is a Minnesota native. In the Golden Valley Area, he was the dealership manager of Lupient Buick Pontiac GMC and the executive manager of Jim Lupient Infiniti. Today, he is the president of CEO of the Lupient Automotive Group. Read more on this site.