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 33 new jersey auto retailer w w w . n j c a r . o r g AUTOMOTIVE TAX SPECIALISTS Let our 25 + years of TAX experience guide you and your Automotive Dealership. Call today & mention this ad for a free consultation. (973)790-8800 Alan E. Ginsberg, CPA Sal DiBello, CPA aginsberg@brunodibello.com www.brunodibello.com Here was the Dealer’s response: Georgia, “Our Dealership” is a female, family run dealership and we are here to help all of our customers in a courteous manner. With respect to your comments I believe you heard someone in the back ground laughing and took it the wrong way. My son was the one you were talking to. I was right there and in no way was he condescending. He was just questioning you as to find out what kind of bike you were interested in. I hope you found what you were looking for with a wonderful experience. The Dealer was able to use two of the four possible methods to take apart this negative review. Georgia never changed her review and the Dealership never offered any financial compensation for her trouble yet very few people reading that review and response are going to see it as reflecting poorly on the dealership. When a potential customer reads a bad review they fear they too will have the same problem. They want the truth. They want to know if the problem is real. It is up to the Dealer to gain the trust of those potential customers before they even walk into the dealer- ship. They gain that trust by exposing the bias and revealing the positive truth in their online responses to reviews. If, despite your efforts, you keep seeing the same complaints over and over again, the fastest way to fix the bad reviews is to take a closer look at where the customers’ complaints are focused. Adam Gillrie can be reached at 813.756.4696 or through the Savvy Dealer website (www.savvydealer.com) . The object of the reader is to discern between truth and bias so they can make an educated decision. The object of the Dealer is to expose the bias and bring to light positive truth.