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We have finally found the magic potion for getting online reviews.  Over the years, we have used several tactics to get online reviews.  We sent out an automated email after each sale requesting an online review.  It had a lot of text including a thank you and a request for a review.  The email included graphics, linking to all of our online review sites.  We also asked our sales staff to speak with their customers and simply ask for a review.  We had contests with spiffs for getting reviews.  We were lucky to get two reviews a month. 

Then we found it, the magic potion, the way to get online reviews that has us getting a big return on our process.  Since starting the updated review request process in mid May 2015, we have been getting an average of seven reviews per week.  This is a huge increase over two per month.

How do we do it?  It’s nothing mind boggling, we just go about asking for reviews in a different way.  After a sale, the manager of the sales staff gets a to-do assigned via our CRM.  The to-do is “Send email requesting an online review.  If customer has gmail account, send google request.  Otherwise, send general request.”  At this time, the manager goes into the system and selects the correct email to send to the customer.  It is a simple letter created by the Crew Managers, with links to our reviews sites, no graphics. 

 

“Dear ~First Name~,

My name is Xxxx Xxxxx with Xxxx Xxxxx.  I am ~Sales Person~'s sales manager.  I'd like to ask if you would take a brief moment of your time to give ~Sales Person~ an online review about your sales experience.  I appreciate your time, and thank you in advance for your consideration.

Here are a couple of links to choose from:

cars.com:  http://www.cars.com/dealers/xxx/xxx/ 

DealerRater:  http://www.dealerrater.com/dealer/xxx/

Yelp:  http://www.yelp.com/biz/xxx

Facebook:  https://www.facebook.com/xxx 

Thank you,

Xxxx Xxxxx

Crew Manager


If the customer has a gmail account, we send an email with links to our Google review sites.

The sales staff is not requesting a review of themselves; rather a boss is asking if their staff did a good job. 

So you can see-there’s no magic to it.  It’s all in how you ask.

It is important to add that we respond to every review, whether good or bad, positive or negative.  It is good manners to thank anyone who takes the time to leave an online review.  For the bad ones, it gives us the opportunity to address issues, attempt to make them right and improve on our processes.

Views: 161

Tags: Cars.com, DealerRater, Facebook, Google, Marketing, Media, Online, Reviews, Social, Yelp

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Comment by Patrick Nash on October 5, 2015 at 10:46am

Excellent post Lisa and great ideas. Especially responding to all reviews whether positive or negative. Whether communication between a customer and dealership is face-to-face or digital, it warrants the same level of interaction. 


Influencer
Comment by Steve Tamulewicz on October 1, 2015 at 4:11pm

That's a great idea Lisa. I'll have to try that. We always encourage our customers to get reviews and it's been an on going struggle to make that happen. 

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