How to get on the new-car shopper’s shortlist

Cars.com is getting ready for the Big Game this February, and we’re giving you the chance to win prizes at WhosGotGame2012.com!  Each week, we feature different characters representing potential car shoppers Cars.com could be reaching through our ad in the Big Game, as well as asking dealers how they would convert similar shoppers into purchasers.

This week’s characters are Skip and Frances, soon-to-be parents who are ready for a new family vehicle.  Like most new-car shoppers, they’re being bombarded with messages from traditional media, so they’ve turned to the internet to help research their options and make the best decision about what car to buy and where to buy it.

Like 95% of visitors to Cars.com, Skip and Frances are undecided about which vehicle to buy, and like 97% of Cars.com consumers, they’re undecided about where they plan to buy it*.  That means that most of Skip and Frances’ efforts to narrow down their options are taking place before ever setting foot on the dealer lot, and the savvy dealers able to differentiate themselves and their inventory are more likely to end up on the couple’s shortlist.

Among the most effective ways to differentiate your dealership is to develop and execute a solid online reputation management strategy.  In two comprehensive webinars, Cars.com Dealer Training Manager Jack Simmons recommends focusing on four steps to generate five-star reviews: 1. monitoring online feedback, 2. responding to reviews and resolving negative feedback, 3. asking your happy customers to share their experience on your review pages and 4. promoting positive reviews to convert prospective customers into purchasers.

These webinars, as well as the complete presentations in the DealerADvantage Reputation Management Lab online virtual conference, can be accessed by registering here.

Don’t forget to head back to Whosgotgame2012.com next week for your last chance to win – we’re giving away three $500 VISA® gift cards!

*Custom Study for Cars.com by Millward Brown, 2011

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