Google announced a month ago that they were going to start including “Reviews from the Web” in local search results and about a week ago we started seeing them in branded searches for auto dealerships. Now customers don’t have to take the extra steps to find out about your reputation as a dealer, because it’s right there on the first page. My questions to you are, “How well do you manage your reputation online? And how well do you handle a bad review?”
Hi and welcome to another Tuesday Tip Video Clip. According to research, only 10% of customers are willing to leave reviews, however a customer is 10 times more likely to leave a review after having a bad experience, than when they are completely satisfied. Now take into account that 90% of online shoppers are reading the reviews, and almost all of them trust online reviews as much as personal recommendations. With Google making it easier for customers to see your reviews, it’s hard to ignore how important getting reviews actually is. Here let me show you this works.
A customer writes a review of your business on a site of their choosing. They are not only grading you on your performance but they’re telling past and future customers about their experience. If they leave a good review, well great! Everyone gets to see how well you did and you keep doing what you’re doing. If they leave a bad review, all of those prospects and previous customers are going to see. Let’s Pause Here.
Now here’s where it may tricky and some dealers go a little crazy. If a customer leaves a bad review, do you ignore it? No! You have to respond as soon as you can. Why? Because you don’t want anyone to think you don’t care about your reputation. Car dealers already face an uphill battle as industry and you don’t want to make it even harder by ignoring any bad reviews. A prompt and professional response is the first step to resolving any dispute. By the way, you should always end your responses with a call-to-action. This usually shows the reviewer that you’re willing to work towards a resolution.
After responding to the reviewer, it’s important to not drag things out, call them names, or accuse them of anything. This is far from professional and could cost you potential business. Nobody wants to see you fight it out with a customer especially people looking to buy a car from you. In fact, it’s very important to keep in mind that although you may be dealing with someone you can’t resolve the issue with, you need to be focused these guys that are reading along. This is the essence of your reputation online.
Of course, you may not have the time or resources to constantly monitor reviews and post replies. However you can either have an employee do it or you can even have AutoRevo do it. Just make sure you trust the person that’s posting, your reputation depends on it. See you next week and as always, if you have any questions or comments, please leave them in the comment section below.