RANK

5 Things Dealership Staff Should Do MORE

When we look at Google reviews, there’s one clear driver of positive outcomes: Staff. 

75% of all positive dealership reviews in 2024 (about 3 million reviews) mention staff. The service department at #2 is far behind, only mentioned in 40% of reviews.

But it’s not just interacting with staff that makes customers happy. There’s more to it.

When happy car shoppers mention dealership staff in a Google review, it’s often because they: 

1. Explain features/options in clear, simple terms
2. Use minimal jargon
3. Are transparent about fees/costs
4. Stay consistent and clear from start to finish, building trust
5. Set realistic and ultimately accurate expectations

Train your staff on these five tactics. It’s the highest-leverage move any dealership can start today (largely for free) to create better experiences and, as a result, a better reputation.

When frontline teams succeed, dealerships gain a marketing edge.

EXPLORE

Penske Tops AutoNation in "Knowledge"

Some dealerships are already excelling at staff training and it shows. 

Penske, for example, stands out as a leader in staff knowledge—one of the most valuable traits in the sales process.

When we compare Penske directly to AutoNation, we find that customers mention the knowledge of Penske staff 25% more often in positive situations, a staggering split between the two brands.

While knowledge is crucial in all customer interactions, it’s especially important in the buying process. Knowledge is mentioned 63% more often when purchasing a vehicle versus a service visit.

Customers rely on staff to be product experts, not just salespeople. 

This is related to what we explained above: Can you explain the features/options of a vehicle clearly and in a jargon-free manner when speaking to a customer? According to reviews, this greatly influences the buying experience.

We have a full directory of reputation reports for Penske, AutoNation and the remaining top 150 largest dealer groups in the country. Browse here.

Looking beyond Penske and AutoNation, at an industry level, the customer’s hunger for a knowledgeable dealer team is particularly pronounced with one type of buyer, which brings us to...

VISUALIZE

The EV Buyer's Primary Frustration

The customer’s hunger for a knowledgeable dealer team is the most valuable for one key segment: electric vehicles.

When stacking EV buyers up against buyers of traditional powertrains, we see a stark divide. EV buyers are 76% more likely to mention staff knowledge—or the lack of it.

What could this mean for Penske? 

As the EV market grows slowly but surely (non-ICE powertrains accounted for 19% of the market in Q2 of 2024), it appears Penske has the process and training in place to provide a better experience to the EV buyer in a way that matters dramatically more to them than the typical buyer. 

With consumers being less familiar with the product, the ability to clearly explain battery range, charging options, and software features is a major competitive edge.

Is your dealership prepared?

See you next week - Jake, Marketing @Widewail

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