Pub. 12 2013-2014 Issue 1

N e w J e r s e y C o a l i t i o n O f A u t o m o t i v e R e t a i l e r s 31 new jersey auto retailer w w w . n j c a r . o r g Responding to Your Dealership’s Online Reviews By Adam Gillrie Society is changing the way people interact with one another. When everyones’ heads are face down staring at their cell phones, it’s no surprise that they don’t even look up long enough to say hello to their neighbor. That being said, the conversation about which car dealership someone should patronize has shifted from neighborhood word-of-mouth to online forums and reviews. Today, a Dealership’s reputation is at the mercy of thousands of consumers who want to spread their opinions of your dealership to anyone who will listen on- line—and many will listen. Your online reputation is too big and too important for you to ignore or passively defend. Dealers need to take control of their online reputations and correct misinfor- mation that could negatively inf luence potential buyers. In order to properly address a bad review online, Dealers need to first understand what consumers are looking for when they read a review. Studies have found that people generally read reviews in one of two ways: Method #1 – The worst and best reviews These potential customers assume every- one is biased and read the worst and best reviews first. They feel that by reading the most negative and the most positive reviews they can decide for themselves a middle-ground of truth. Method #2 – The Middle of the road reviews This type of customer ignores the best and the worst, and looks for a three star review. They believe it is possible to write an unbi- ased review and are looking for someone who can explain the pros and the cons. Even though these two consumers ap- proach reviews differently, they are both seeking truth. The average consumer has grown suspicious of a place that only has five star reviews, but they also have come to expect the punishing wrath of an unhappy buyer over the smallest slight. They look for complaints or compliments that are repeated in multiple reviews. The object of the reader is to discern be- tween truth and bias so they can make an educated decision. The object of the Dealer is to expose the bias and bring to light posi- tive truth. How to deal with negative reviews: Below is a basic framework to use when responding to negative reviews from con- sumers. It is important that your personal- ity comes out in these responses, so avoid saying the same things over and over again. u Acknowledge that they are upset. v Apologize that their experience wasn’t what you intended. w Address the specific issues raised by the reviewer. Participate In (and Lead) the Online Conversation ONLINE REVIEWS  continued on page 32