JD Rucker writes: “Automotive Digital Marketing, better known by many in the automotive industry as simply ADM, needs your help. As a community that specializes in highlighting the best practices and strongest techniques that dealers can use to improve their online marketing, ADM has proven time and time again to be the highest venue to exchange ideas, discuss strategies, and share stories. Let’s spread the word to every dealer we know at 20 groups and everywhere else to expand the community. The stronger the community, the more useful it will be for all of us.”
Digital Dealer Compliance
A Promise Made Should Always Be Kept
My office here at home faces the street and across the road I see two men building a home that is every bit 5000 square feet. Everyday no matter what the weather may be, the men brave the cold and the rain to accomplish the task of building the home. Yesterday I walked over to speak to the men to ask them why they braved the elements day in and day out to finish the home. They both just laughed and said that they had made a promise to the owners that they would be in the home by Christmas and once they give their word and make a promise there was nothing not the cold, not the rain, nor the snow that could keep them from breaking it.
I thought to myself, “What a powerful message these men have to teach us all.” The power of a promise kept is not only thought provoking but simply powerful in itself. What an unbelievably simple yet powerful message that these two men can teach us all when it comes down to running our business. No matter what business we run, a small mom and pop store or a multi-million dollar dealer group, couldn’t we all learn or build upon the powerful message of a promise kept?
If you own a dealership or manage a dealership have you ever sat back and simply observed to see if the promises that you are making to your customers are being kept? If you are not keeping your promises, maybe its time to figure out why, because promises matter to your customers. If your dealership or business does not deliver on the promise that you made, your business will not matter to them anymore. This reigns true no matter what your business may be and more importantly, with our social media crazed life that we now lead, lashing out online about the broken promises that your business made will have instant ramifications to the credibility of your dealership or business.
There is no time like the present to take the necessary steps to make sure that your business is keeping their promises, because if you do not the consequences can be so severe that no reputation management company can help with. So if there is one lesson I have learned this week its how powerful your promise can be to your customer and how keeping your promises can help with every facet of your business.
- Automotive Thought Leader Journal is out! Edition of 25 November 2012 (automotivesocial.me)
- What is Your Dealership’s Strategy for Pricing Vehicles? Video: Automotive Marketing Professionals (automotiveprofessionals.wordpress.com)
- Dealership Vendors “Free Live Chat Software” For Your Website – Automotive Digital Marketing Professional Community (automotivesocialcrm.com)
- Your Phones and Your Financial Statement – Automotive Marketing Professionals (automotiveprofessionals.wordpress.com)
- Social Media Reputation: Wielding Your Power Accounts Properly (soshable.com)
- Creating Your Social Marketing Strategy: Defining the Functional Requirements (automotivesocial.wordpress.com)
Car Dealers Go On Offensive Against Negative Reviews
Car Dealers are taking a particularly aggressive stance against anonymous reviews found on such sites as Yelp or Ripoff Report by actively trying to connect the data dots to identify the author.
Once the dealer has identifying information in hand it might thank the poster for the good review – perhaps with a gift basket. In the case of a negative review, the dealer or manager might send an email asking for either a reconsideration or a chance to readdress what was wrong with the person’s stay, according to the AutomotiveDigitalMarketing.com editor in chief, Ralph Paglia.
Most ominously, ADM Professional Community members report that a negative review could earn a poster a black mark in the car dealer’s DMS database. Such tactics, though – on both extremes – could backfire against the industry. Efforts by the dealer to pressure a guest to remove a negative review – or reward a guest for a positive one – would be seen as fraudulent by both Yelp and DealerRater says Chip Grueter, owner of DealerRater (via the ADM Community).
That said, Car Dealers should try to answer negative reviews even if they don’t know who posted them, Jim Jensen, a former general manager turned consultant and the author of the dealer-based “Where’s The Comparison Example” Mystery series, now an ADP Dealer Services Director of Consulting, states:
“Some would say that online reviews deserve even more time than OEM surveys, as the feedback is just as – if not more – valuable, and the impact is public.”
Don’t Be Afraid
Finally, don’t fear negative reviews, a Forrester Research report advises. Forrester recentlyevaluated 4,000 reviews in the Automotive Sales and Vehicle Repair and Service categories on various consumer rating sites and found that more than 80% of the reviews were positive – and the negative reviews were generally considered helpful to consumers. While the data was derived from retail Web sites, Forrester says these findings are applicable to any vertical site from travel to auto, financial services, or healthcare.
Negative reviews are also helpful to the companies themselves, according to Ralph Paglia, Director of Digital Marketing for ADP Dealer Services (and ADM Professional Community). While many car dealers might fear negative reviews, it is this type of specific feedback that has oftentimes uncovered valuable business opportunities with many of our clients.
“It was through the power of customer reviews that Ford of Kirkland was able to uncover a huge unmet need in the Seattle area for Ford F-350 trucks, he said: equipped with multi-purpose shelving and dual rear wheels. “Ford of Kirkland developed what ultimately became their most successful promotion campaign to date – the “Mount Ranier” Special Edition Ford F-250 Super Duty line of trucks.”
[Sent from Ralph Paglia’s iPhone]
Director – Digital Marketing
ADP Dealer Services
RPaglia http://www.RalphPaglia.com http://ADPdealerservices.com http://ADPsocial.com