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.