The answer is ‘yes,’ awards can make a difference. It’s human nature to want to win and to be around winners. The benefits of winning something will impact, in a positive way, both your staff and customers.

As the marketing director, I am proud to say that Dealerskins / Dominion Dealer Solutions just won the Peak Performance AWA award for Search Marketing Architecture. This award was presented to us by Brian Pasch, CEO of PCG Digital Marketing, on October 7 in Las Vegas. Not only is it important that our customers know that we have a great product and that an independent review team gave us the thumbs up, but this award serves as a motivator for all of our employees to continue to develop and provide quality solutions to our dealers. And, it really is fun to win!

So, what does this mean for all of you? We all know that consumers are influenced by awards based on car safety or owner ratings, but are they influenced by an award given to your dealership for being a Center of Excellence or for providing outstanding community service, etc.?

Well, I believe they are influenced. As a consumer and car shopper, when I walk into a dealership that proudly displays industry awards and has received recognition for community good deeds, it makes a statement and tells me a lot about the dealership. And, I believe subliminally I have an instant propensity to want to do business with this group.

When you strive for excellence in everything you do there are lots of opportunities to earn accolades. Most of the OEMs recognize and reward outstanding dealerships. Plus, if you are active in your community, there are many awards you can earn as well.

Don’t be afraid to post your accomplishments on your website and Facebook page. It’s important to list OEM accolades from Consumer Digest, Wards, Kelly Blue Book and more. Having the ultimate ‘car of the year’ endorsement is always great and you should be sure to shout that to the world, but don’t stop there. Look for ways to improve your customer experience and provide the best overall service. When you continue to push the envelope and makes things better for your customers and community you’ll be rewarded in many ways.