Where do people get the inspiration to write reviews? Picture this: You’ve just come home from dinner, settling in for the night, when suddenly, you jump out of bed and start furiously typing on your computer:
"It was fine. Service wasn’t bad, but not great, either." Meanwhile, your spouse is shouting, "Come back to bed—just let it go!" But you refuse, passionately replying, "No! People need to know! They needed to know the steak was ... fine. The service wasn’t bad, I guess."
The reality is, people write reviews when they love or hate their experiences, and unfortunately, negative reviews are more likely to be shared. However, when managed properly, the reviews can humanize us, show our commitment to improvement, and remind us to keep striving for excellence. It’s not about the review itself but how we respond to it publicly that makes the difference.
Whether on Google, Dealer Rater or social media, potential customers read reviews and form opinions long before they ever step foot in a showroom. While the sales department gets credit for a smooth experience, F&I managers play a critical, often overlooked role in securing highly coveted genuine five-star reviews. They are the final touchpoint for most customers before they drive off in their new rides.
F&I: The Lasting Impression
It starts with transparency. Whether discussing financing options, explaining the factory warranty or reviewing additional protection packages, a transparent and informative conversation can make customers feel understood and cared for.
Our job is to educate and inform. The F&I office has become the E&I office in many ways. We must educate customers about their options, even if they don’t opt for add-ons. Being informative rather than pushy helps build trust, and trust leads to satisfaction. Sales happen at the speed of trust. When customers feel like they’ve been treated fairly and not pressured into anything, they’re more likely to buy products. When they leave with confidence in their decisions, they’re more inclined to write a glowing review, and come back and see us in service!
Leveraging F&I for Review Requests
F&I managers can naturally weave a request for a review into the conversation. For instance, as they hand over the keys and wrap up the paperwork, they could say, “I’m so glad we could help you today. If you feel like you had a wonderful experience, we’d really appreciate it if you could take a minute to share your thoughts on Google or Dealer Rater. It helps us, and it helps other customers who are looking for the right dealership.”
This is where personalization comes into play. Encourage the customer to mention specific people who helped make their experience great. The more personal the review, the more credible it will appear to prospective customers. Additionally, mentioning the dealership's name helps with organic search engine optimization, allowing it to rank higher in search results without spending extra marketing dollars.
Updating Your Dealership’s Online Presence
While the F&I department plays a crucial role in generating reviews, the dealership’s website and review profiles also need to be polished and up-to-date. That includes having professional, consistent photos of your team, properly spelled names, and updated titles and contact information. If a customer interacts with an F&I manager named Dan but searches online and can’t find him on the dealership’s website, it creates a disconnect. The same goes for outdated information on review sites, like Google My Business or Dealer Rater.
Responding to reviews is just as important as soliciting them. A well-crafted response shows future customers that you care about feedback, positive or negative. When responding to a five-star review, thank the customer personally, and reference something specific about his or her visit. For three- and four-star reviews, a genuine response shows that you value all feedback and are committed to continuous improvement.
Make Reviews Part of Your Daily Process
Encourage customers to become advocates, sharing their positive experiences online. Ideally, potential buyers who search for your dealership will find a stream of glowing reviews.
Securing online reviews isn’t a one-off effort; it’s an ongoing process that should be woven into the dealership’s daily routines. Much like training, it’s about consistency with each customer interaction. When the F&I department makes asking for reviews—and providing exceptional service—a part of its daily habits, the dealership will enjoy long-term benefits. It requires daily effort and dedication, but it’s always a beautiful day to help a customer!
DIG DEEPER: From Clickstream to Showroom: Converting Online Shoppers
