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From the Trenches - Having a "Happy Delimma" with Reputation Marketing


I’ve heard it said, “A good reputation is more valuable than money.”  That’s not always easy to follow when you’re in need of a few bucks and you’re working a deal, but I think most people agree with it in principle.

Here’s an even better one.  “A good reputation can earn you money.”  Yes!

But having a good reputation can be tough.  When customers come to you because of your reputation, they have higher expectations.  And so you must constantly seek to improve.  Great customer service is work.

What’s even worse is what I call the “Happy Delimma”…  believability in your Reputation Marketing.

There are many who have written about this and made some very good arguments that “too good” is “too good to be true”.


Since I have written about this very subject, I see their points.

  • Not enough bad reviews makes it appear you are manipulating (managing) your reviews.
  • Not enough misspellings or grammatical errors makes it appear that they are being professionally written.


What a strange and somewhat comical situation to be in!  The insinuation is clear, and of course difficult to refute… so if you find yourself with an excellent dealership reputation, and your customers tend to be well-educated, what can you do?

I offer these suggestions:

  • Above all, be grateful that you have a “Happy Delimma”.
  • Keep doing what you're doing.
  • It’s a bit foolish to ask a customer for less than a 5-star review in order to make your good reviews seem real… so don’t.
  • It’s not ethical to write your own reviews or have someone do that for you in order to have the right ratio of good to bad reviews.  It will eventually backfire.  So don’t.
  • Be active in Social Media. Use it to reinforce the validity of your reviews.  When you get your very own customers engaged on your Facebook page, or Twitter, or blog, they will reinforce your position in person along with all the other benefits of good customer relations.
  • Ask your truly happy campers to do video testimonials (Samples)


Above all, be appreciative when customers tell you their stories about why generations of their family buy from your dealership.  It’s awesome!


Note: Just for fun.  Comment made under a video I made about my dealerships history:


1.      I have been buying my cars here since 1973. For my family members, Kids you name them, I have sent them to Apple Chevrolet. There was a time my late wife Janice ordered her Caprice Wagon loaded every year, it comes in and the order from GM gets it wrong, they forgot to power the seats on her drive side. She tells Bob & Dave O’Donald you have to send it back. Not to miss closing the deal Dave rides in with a Moped he just took in on trade, Says to Janice, will this close the deal, Only if you deliver the moped and my car to my house, Needless to say the deal was done. Another time Bob Motl and Dave and maybe even Elfy took a Horse in Trade, yes folks a Horse, becasuse at that time we lived in Horse country. Needless to say Dave lost the toss and had to open the horses mouth,r oll the lip and yes write the Tatoo # down to match to the paper work. Another deal Closed. I’m sharing this with you Folks because there where great times , fun times dealing with Apple Chevrolet thru out the years , and our family continues to always buy from them. Fun” MEMORIES ” from Gus

                             byGus G Baseleon November 21, 2011 at 11:57 am


Gotta love it!


Written by Tom Gorham

Editor, From The Trenches

Automotive Digital Marketing

Professional Community

Views: 75

Tags: integrity, marketing, reputation, reviews, testimonials


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