ABOUT US
CustomersSaySo.com is an objective, 3rd Party source for authentic video reviews and testimonials; informing in-market shoppers about dealerships they can trust to get the help they need to buy a vehicle.
Customers SaySo came about through my experience as Director, Store Marketing for Lithia Motors. Their advertising was typical of retail Tier 2 messaging. A brand boast (largest, biggest, oldest), followed by price. offer and urgency.
My job was to lead the regional managers and the store GMs into strong brand positions that would grow share in their markets based on compelling customer value. But most dealerships’ understanding of consumers was based on shoppers on the lot, rather than the general public. I thought it would help if they could hear from real people.
So I undertook focus groups in two medium markets with car buyers who had purchased in the past 12 months; 1/3 Lithia customers, 2/3 non-Lithia customers. I played a wide selection of tier 2 TV ads for them from dealerships in their market and then asked their impressions. Their feedback proves consumers were much more aware than store GMs understood. And this was 2011! Clearly the messaging needed work.
I learned as much from customers and salespeople as I did from store managers. These insights led to Customers SaySo.
- The most successful salespeople had been there the longest time and had built a book of business.
- Those salespeople had relationships with their customers.
- They related to their customer and inspired their trust.
- While shoppers were excited about buying, they had very real fears about making a mistake.
- They’re grateful their fears of buying the wrong vehicle or getting a bad deal were not realized.
- Their customers feel a debt of gratitude to their salesperson and dealer for the help they received.
- That help was why they were happy with the vehicle choice and the transaction.
- Buying a vehicle is a peak life experience, one that they experienced with their salesperson (bond).
- Dealerships with more of these long-term salespeople and customers reflect management values.
- Such management values form more successful long-term salespeople from newbies.
With this understanding of the shopper/customer experience I realized what a powerful, untapped asset happy customers are. I also understood that there are great, customer-focused dealerships, and also numbers-driven dealers; and that even the most numbers-driven have some happy customers. But while good marketing is story telling, it needs to be a true story.
So I left Lithia to focus on family-owned and operated dealershipsin and around Kentucky; to help them reap their unrealized natural advantage against even the largest competitors. Large group owners are beholden to Wall Street values. Dealerships with happy customers are beholden to their customers and that has enormous value to in-market shoppers.
SHOPPERS NEED HELP: Since shoppers’ fear making a mistake, they need help. But they won’t accept help from a salesperson until they have trust.
SHOPPERS TRUST CUSTOMERS: Authentic customer testimonials and reviews give shoppers the reassurance and confidence they need when they buy.
SEEING AND HEARING IS BELIEVING: Shoppers can instantly know that a Customer SaySo is authentic and true. A happy customer is a powerful influence because that’s the way a shopper wants to feel after they buy.
