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Dealers finding it difficult to put a price on online reputation building

Dealers aren't the only companies finding it difficult to put a price on online reputation building. My Dentist sure found it difficult and now he’s paying the price.

 

When I caught up with my dentist today he looked like he was just drilled for a root canal. Turns out he had just checked his Yelp account and found another negative review atop the search stack. I shared  with him, “as newspapers decline and bloggers take over reputation building will become more vital to high profile individuals and companies.”

The question may well be how much do dealerships value their brand? The answer right now? Probably more than the amount of resources they are willing to apply to managing it. It's only when it becomes a real issue and starts costing companies in lost sales and damaging their reputation do they normally come to us. It's much easier and cheaper if you come to us before issues arise, taking a preventive measure will help not only protect your brand but also stop unscrupulous competitors taking your space or even worse, getting negative content high up in the search results. Dealers spend years building a reputation so protecting your brand for sales or service R.O.'s is critical.

The Genie is out of the bottle and he’s not going back in.

Dealers no longer have the luxury of sticking their heads in the sand and waiting for the storm to pass.  The increased use of social media allows news to travel around the world in a matter of seconds. There is no more hoping that a scandal will disappear quietly. Once something is published online, there really is no way to remove it entirely.  Even if the original page is deleted, you do not know how many thousands of other pages have referenced the original. The advent of social media means that news, good and bad, travels around the world and back in a matter of moments.  One complaint or pieces of negative press can snowball and turn into a disastrous, reputation-destroying avalanche.  Everybody is online these days, looking for information about products and services. Therefore, managing your reputation online is extremely important.

Are you done with customers who say to your face, "all is good" when they leave the dealership, then drill you online hours later when they are away from you and less threatened? Are the repercussions of fake reviews taking a toll on your corporate image? Are the cyber criminals and malicious hackers making your brand vulnerable?  My suggestion is be proactive when it comes managing your online reputation management.

By Jerry Hart
President

www.eReputationBUILDER.com
jerry@erepbuilder.com

Views: 541

Tags: Reputation Management, cactussky, ereputationbuilder, jerryhart, managment, online, reputation

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Comment by Mark Dubis on October 6, 2012 at 9:15am

Dealers using a review solution that lets them hide, kill, or manipulate reviews continue to perpetuate the perception that dealers can't be trusted.  The Internet is transparent and consumers who find negative reviews on the web, but not on the dealer's own site will not trust that dealer, and in many cases they will find another dealer to buy from. 

The customers call the shots and the customer experience is everything.

Mark

Carfolks.com

Free pages for every car sales person to build their brand.

Comment by Keith Shetterly on September 27, 2012 at 10:12am

The Internet is the largest cash register in history.  It's also the largest "NO" generator in history, and in fact it's a "ghost NO" generator, as in you never even know there was decision being made.  Reviews are a huge piece of that.

Comment by Doug Davis on September 27, 2012 at 10:07am

Ralph, one of the review sites that is missing from your list (the one that you provided but are not responsible for it's content, and not responsible for any errors or emissions, pictures for illustration purposes only and batteries not included) and one of the most important, is Cars.com. Nothing happens until a customer looks at a VDP but on Cars.com, the review section could really dampen the customer's enthusiasm.

I don't think that I am alone in believing that customers are more likely eliminating dealers from consideration rather than picking one. I guess that is a matter of perception.

The ones that are going to stand out and less likely to be eliminated, from consideration, are going to have a culture of transparency, integrity and have a high level of customer satisfaction. With all of these choices, it becomes clear, that dealers are not going to be able to fake it.

Comment by Ralph Paglia on September 27, 2012 at 9:33am

Doug and Keith, as I clearly stated, the list of review sites and their icons are NOT MY LIST, it is from eReputationBUILDER.com - So, please do not take something that looks pretty convenient from them and give me credit for it... Keith, I still recommend that dealers use either Presto Reviews or BusinessRater for their in-dealership customer review process.

Comment by Doug Davis on September 27, 2012 at 9:01am

Ralph, one of the review sites that is missing from your list and one of the most important, is Cars.com.  Nothing happens until a customer looks at a VDP but on Cars.com, the review section could really dampen the customer's enthusiasm.  

I don't think that I am alone in believing that customers are more likely eliminating dealers from consideration rather than picking one.  I guess that is a matter of perception.  

The ones that are going to stand out and less likely to be eliminated, from consideration, are going to have a culture of transparency, integrity and have a high level of customer satisfaction.  With all of these choices, it becomes clear, that dealers are not going to be able to fake it.  

Comment by Keith Shetterly on September 27, 2012 at 9:01am

Ralph, do you no longer recommend Presto Reviews?

Comment by Rob Fontano on September 27, 2012 at 7:58am

The most important thing for businesses to realize about many of these review platforms is that they are being adopted by consumers on a preferential basis. Businesses cannot simply choose a review channel as the one they will promote, because they will alienate consumers that prefer another.

The term "Yelper" is evidence enough that certain people will write reviews where they see fit. Although I believe it is only a matter of time before we are given a Gmail account along with our birth certificate, I may like to write reviews on City Search, because I have been using it for a while as my directory of choice. Many businesses completely ignore Bing, but I caution you that even though your web site only gets 450 hits from Bing each month, you have 450 potential customers that are using Bing as their search engine of choice which means that they are reading business reviews there as well.

The business of reputation management and review building is no longer a function of the internet department, it is a integral part of your dealerships marketing strategy.

Comment by Ralph Paglia on September 26, 2012 at 11:18am

Courtesy of eReputationBUILDER.com:

 

Some of the More Influential Review Sites
google places dealer rater
   
angie's list yelp
2
1
   
business rater car help
4
3
   
citysearch
yahoo!
6
5
   
foursquare insider pages
8
7
   
yellowbook super pages
10
9
Comment by Kimberly Favazzo Patrum on September 26, 2012 at 10:54am

Well Written

Comment by Michal Lusk on September 26, 2012 at 10:49am

Great article and comments from both Rob and Doug. Dealerships need to build a good process for handling online reputation that includes employee training on how to be "good" and then how to ask customers for a review, have a process in place to respond to reviews both positive and negative, and be able to automatically send review site links to satisfied customers to make reviewing easy. Without a process, only unhappy customers will write reviews. Of course if the customer has been subjected to deceptive or misleading practices, their perception will be negative, so the dealership culture is important. And yes, the digital landscape changes constantly, so monitoring and constantly tweaking the process are imperative. Every dealership gets some negative reviews. I always valued our negative reviews as they gave us a chance to change a customer's perspective and have that change be reflected to other potential customers online.

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