Category: Car dealer reviews

The Greatest Psychological Tool you’ve never heard of

CitNOW

Psychology and the Car Industry Have you ever heard of the ‘contrast principle’* Even if you haven’t, if you work in the car industry it is operating all around you. In the layout of your dealership, embedded in your sales process, it even changes the way you speak. The ‘contrast principle’ is an extremely powerful psychological tool used by sellers, speakers and just about everybody. Whenever anyone needs to compare two or more items but provide a clear, single choice for the consumer, they will use the contrast principle. It’s everywhere, it’s unstoppable: the only way to get past it is to go through it. It gives “the ability to manipulate without the appearance of manipulation” via our brains’ natural tendency to emphasise differences between items we see or hear.** So what does that mean? Well, look at it this way. If a beautiful model stands next to a less attractive… Read more »

Customer Reviews: Renault reveal plans for a new dealer rating system

CitNOW

Renault have adopted a new service which allows customers to share experiences at each of Renault’s network of dealerships.  Following the purchase of a new Renault or after visiting an aftersales department, customers will be contacted by Renault’s Customer Satisfaction team and asked about the experience. Renault says “the new transparent system will allow customers to see the previous performance of the dealership and will promote the high level of customer experience enjoyed by customers”. So how important are customer reviews for other prospective customers whether buying a car or needing a service?  90% of online consumers trust recommendations from people they know, 70% trust opinions of unknown users. David Johnson of Persuasive Concepts states that one peer recommendation is worth 200 traditional media impressions. The benefits of a customer review is that it helps other prospective customers make a more informed choice. If a customer provides a review saying… Read more »