Automotive Marketing Professional Community for Car Dealers, OEM and Suppliers
If I pay a customer to say all the right things in an online review, that breaks the law, and we know it. We know you and I cannot pay, reward or incentivize a customer to write good things about us in in a Google Review, Dealer Rater rating or Yelp! blog.
So, does that mean we shouldn't incentivize every salesperson in our dealership to get every customer possible to rate the dealership online?
In a recent Cars.com DealerADvantage blog, Jack Simmons, Dealer Training Manager, Cars.com, writes:
"It’s no secret that individual metrics and compensation play a big role in achieving dealership-wide goals, which is why managers have long tied pay to “hitting your numbers.” Based on the audience feedback I heard during my workshop at Digital Dealer last week, owners and senior managers are increasingly putting their money on dealer reviews in this way, namely for their ability to help differentiate a dealership’s brand and ultimately drive more sales and service business.
Let’s take a look at some of the ways these dealerships compensate individual employees for reviews success:
2. Optional Bonuses...
3. Mandatory Part of Compensation..."
I get it.
We can't pressure the customer, but we can pressure our own people. Just like we do for CSI, with comparable results.
The spontaneity of the review process is on the way out, as the stakes get raised. The thrill is gone.
When customers no longer believe what they read, because the review sites are clogged with the overwhelming sameness of Completely Satisfied customers, by then, we'll all have moved on to the next shiny object perceived to move the search optimizing needle, increase sales and service business, or whatever it was that online reviews were supposed to trigger in the first place.