Google My Business is a listing that appears in the results when people search for your business or related businesses. As the amount of searches for local information continues to rise, it’s becoming essential for parts stores to have a presence that includes up-to-date business information, customer reviews, and answers to questions. Google found that a staggering 83% of consumers search for local information, such as “nearby HVAC distributors”, while evaluating their purchase options.¹ Local and online competition will continue to threaten business opportunities unless you secure prospects by answering their questions when, where, and how they look for answers.

Business Information

One third of smartphone searches are occurring before consumers visit stores. Not only does this result in exposure of your brand, but also your competitors’ brands as consumers search for a solution to their problem. With an established presence using Google My Business, you can secure new prospects as they evaluate local and online parts distributors. In these moments it is critical to provide thorough business information (think location, photos, and hours of operation) so prospects can quickly and easily become informed about your business. In fact, 30% of consumers would buy in-store versus online if they knew they were close to a store.¹ With HVAC competition undoubtedly growing online, a well-groomed presence of your business information is essential to secure foot traffic.

Reviews

With positive reviews from your past customers, new prospects can feel enticed to visit your parts store over competitors. Customer reviews offer validation to new prospects that you have strong product availability and competitive pricing. Google’s study shows that 35% of consumers would buy in-store instead of online if they knew they could get the product quickly.¹ Additionally, 31% of consumers would choose to buy in-store if they could get better pricing.¹ By having an established presence using Google My Business, you can leverage customer reviews to prove your store’s value and secure potential customers before they visit competitors.

Questions and Answers

As customers view your Google My Business listing they will have the opportunity to ask questions, which your business can answer directly. Since this is not an option that allows you to opt out, parts stores with a Google My Business listing should be monitoring their accounts for notifications of new questions so they can answer promptly. Answering questions on your listing is advantageous because these interactions between you and customers are public. So, when you answer the question of one customer, it could influence more consumers who need similar information. Additionally, a wise person would leverage these interactions to showcase exemplary customer service; the replies will highlight the character of your business and, ultimately, can help you win over customers.

Getting Started

If you do not have a Google My Business listing, you can get started here. Keep in mind there are best practices, which you can read here. We encourage you to review these before completing your listing.

1. Google. Understanding Consumers’ Local Search Behavior, 2014.