Greenway Dodge Scores Big with Dealer Reviews
“In our market, potential customers can buy the vehicles on our lot in five other places at about the same price – we all buy them from the same place, after all,” said Ricky Lopez, Internet Director at Greenway Dodge in Orlando, Fla. “The thing that sets us apart the most is our reviews.” Learn how Ricky and his store are turning Cars.com Dealer Reviews into more business.
- 1. Greenway Dodge Chrysler & JeepScores with Dealer Reviews Fostering a Review-Driven Culture from the TopDEALERSHIP PROFILE: When Ricky Lopez first came on board as the Internet SalesGreenway Dodge Chrysler & Jeep Director at Greenway Dodge in 2009, General Manager9051 E. Colonial Dr. Conrad Letson asked him what the store needed to do to stepOrlando, FL 32817 up its game. Lopez, a 10-year automotive retail pro, had a listGeneral Manager: Conrad Letson of ideas – and customer reviews were at the top. In his view,Internet Sales Director: Ricky Lopez reviews were fast becoming one of the most effective ways for dealers to differentiate themselves with car shoppers andKey Reputation Management Statsultimately drive more sales and service business.• 4.7/5 stars on average with 225+Dealer Reviews on Cars.com “Potential customers want to know how you’ll treat them• 3x as many shoppers from Cars.com in service, in the F&I department, on the showroommade purchases since the store’s floor – everywhere,” said Lopez. “Conrad got behindDealer Reviews rollout me 100%, and that really set the tone.”• Customers have driven 90+ minutesto work with specific Greenway employees Lopez first worked with the service department to includebased on reviews that mention their names. reviews in day-to-day staff activities, equipping them with comment cards and talk tracks created to drive traffic to theHow Greenway Does It dealership’s review sites. He also began training sales and• Buy-in from senior managementF&I personnel on process and best practices, and he gave• Integrated into recruiting and trainingthe dealership’s reviews more prominence on the homepageprograms and on in-store signage.• Tied to performance metrics andcompensation Perhaps the most important commitment from Letson,• Process implementation and recognition Lopez says, was his willingness to tie reputation managementacross all departments to compensation. Putting Money on Dealer Reviews – Literally Pay in the dealership world has long been tied to “hitting your numbers,” whether it’s short-term incentive plans that clear out stagnant inventory or bonuses dependent upon the number of repair orders closed. The role individual metrics and compensation play in achieving dealership-wide goals was precisely why Lopez advocated so strongly for considering reviews during the recruiting and training processes, but more importantly, incorporating review acquisition and ratings into individual pay plans.In order to receive a bonus, each salesperson at Greenway mustobtain three reviews per month – one of which must be on Cars.com. In order to receive a bonus, each salesperson at Greenway must obtain three reviews per month, one of which must be on Cars.com. On the service side, bonuses tied to ROs are released only when the department makes its reviews quota. Lopez also instituted SPIFF programs to get customers engaged in the success of their favorite salespeople and service personnel.