Professional Community for Car Dealers, Marketing, Advertising and Sales Leaders
I am fascinated by the eagerness of dealers to manage their reputation. All of the sudden, they have found that public opinion is important. So in the last year or two, they have hired "Reputation Management" companies to manage their "online reviews".
FIVE STARS is their new mantra, or if they are really savvy, FOUR-POINT-EIGHT STARS is even better because it is believable and yet outstanding.
Lost in translation among those seeking great online reputations is the meaning of reputation.
Wikipedia: "an opinion about that entity, typically a result of social evaluation on a set of criteria."
Reputation is not a review, it is an opinion held by real human beings. A review is simply a singular representation of that supposed opinion. But if 5 people hold a negative opinion of a company, and one holds a positive opinion and writes a review, does it hold that the company has a good reputation? I'll leave you to ponder that question.
I submit to you that reputation is the forest and reviews are the trees.
So 90% of dealers are managing their reviews and very few are managing their reputation.
How do you do that?
More than a year ago, I wrote an article called "Measuring Your WOW Factor (and other attributes) ". The idea was to measure the factors that make people say "WOW" about your dealership. But I quickly realized that that is just the tip of the iceberg.
The same measurements that figured into my WOW factor also inform a dealer about his reputation, his problems that can be solved and rectified, and the training his people need to become customer's heroes. Double your retention and gain advocates that can bring in new business.
Note: This is Part 1 of a 2 part post, but this article is designed to ask you one question.
Are you managing (and utilizing) your reputation or your reviews?
Can you see the forest for the trees?
Dig Deep and Prosper!
Written by Tom Gorham
Editor, From The Trenches