Online Reputation: How Does Your Dealership Stack Up?
If you’ve been paying attention to the experts and the manufacturers (and since you’re reading this article then you probably have been), you’ll know that a majority of shoppers are influenced by the online reviews people post about your dealership on Google, DealerRater, Cars.com, Edmunds and other websites.
This majority is growing exponentially year to year as more shoppers want to know who they’re doing business with and how they came across to their happy and unhappy customers. It’s important for customers to get a great impression of your dealership when they look up your reviews online.
Remember the 5 P’s: Proper Preparation Prevents Poor Performance
- Have you audited your online review presence on Google, DealerRater, Cars.com, Edmunds and Facebook?
- How many reviews have you received on each site for the past:
- 30 days?
- 90 days?
- 6 months?
- year?
- Is there a schedule to routinely spot-check each site for mistakes?
- How many reviews have you received on each site for the past:
- Who in the dealership is responsible for your online reviews?
- Is there a documented process to respond to all reviews, both positive and negative?
- Is there a documented process to escalate negative reviews to Senior Management?
- Are they alerted when new reviews are posted?
- Do you train your sales and service team on how to handle shoppers who bring up negative reviews?
- Is there a process to automate engaging review requests to happy sales and service customers?
- Do you have an outlet for unhappy shoppers to communicate a bad experience privately with dealership top management?
Check out the rest of of our “Is Your Dealership Digital Marketing Stuck?” Series.
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