The Top 3 Pitfalls to Avoid Regarding Your Online Reputation

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No deal­er­ship wants to send its online rep­u­ta­tion on a down­ward spi­ral, but unless a sol­id and com­pre­hen­sive rep­u­ta­tion man­age­ment approach is in place, it can hap­pen quite eas­i­ly. The good news is that it can be reme­died just as eas­i­ly!

Below are the top three pit­falls to avoid in con­sid­er­a­tion of your dealership’s online rep­u­ta­tion and anti­dotes for health­i­er results:

1. Don’t ignore the fact your deal­er­ship is being talked about online. It is high­ly like­ly that you are being talked about online. Try this test: type into your favorite brows­er search win­dow your deal­er­ship name plus the word “review.” You will quick­ly learn what con­sumers are say­ing about you on pop­u­lar sites such as Google, Bing.com, Yelp and Kudzu, as well as on vehi­cle-based sites like Cars.com and Edmunds.com and deal­er­ship-spe­cif­ic review sites like DealerRater.com.

2. Don’t neglect to man­age what oth­ers say about you. A deal­er­ship con­trols its online rep­u­ta­tion by active­ly respond­ing to con­sumer reviews and rat­ings. When you man­age what con­sumers say by engag­ing with them on these sites, you help shape your online rep­u­ta­tion. You help remove the unknowns about your deal­er­ship and the trep­i­da­tion cus­tomers oth­er­wise will car­ry with them across the curb into your show­room.

3. Don’t for­get to ask cus­tomers to rate your deal­er­ship. Sat­is­fied cus­tomers need to be encour­aged to review your deal­er­ship regard­ing their sales and ser­vice expe­ri­ences. Many deal­ers find it help­ful to pro­vide cus­tomers with preprint­ed post­cards or use link­able email tem­plates that remind cus­tomers to rate and review their expe­ri­ences online. These basic tools should pro­vide the URLs of sev­er­al pop­u­lar review and rat­ing sites to make review­ing the deal­er­ship easy for the cus­tomer.

Whether you know it– or want to know about it — con­ver­sa­tions about your deal­er­ship (in the form of con­sumer reviews) are hap­pen­ing across the Web. It is not dif­fi­cult to learn how to man­age and lever­age these con­ver­sa­tions for your gain. To your online suc­cess.

Lar­ry Cochran, SVP of Deal­er Prod­ucts & Ser­vices for Deal­er­Rater can be reached at the con­tact page.

 

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