Have you ever had multiple positive experiences with a company only to have one bad experience erase every good memory you have? Or perhaps you’ve had a poor customer service experience that became the defining moment for your opinion of that company?
It’s called the negativity bias and it affects every aspect of life, especially sales! It’s why the news always highlights tragic stories, rather than positive ones. And it’s also why negative reviews can have such a devastating impact on a company like your dealership, even when they’re just a small minority of the total feedback.
But here’s the good news: there are proven strategies that you can implement within your dealership to minimize the negative impact of negative reviews, while showcasing your positive reviews and really letting those shine. Here are some tips for review management so that you can turn customer feedback into a true asset for your dealership:
1. Respond to every review, both positive and negative
This shows customers that you’re actively listening and that each person’s feedback is valuable to you and your business. It also can defuse any anger or frustration that may have prompted the negative review in the first place. This is the most vital part of review management—if you don’t respond, potential customers may think you don’t care or aren’t aware of your public image.
2. Take action to address any problems that are highlighted in negative reviews
Let’s say a situation comes up where you receive a negative review from an upset customer who came in to have their vehicle serviced and claimed that the issue with their car that they came in to fix wasn’t resolved properly. What is the next step you should take? The most important thing to do is to be sensitive to the situation and reach out to address the concern as soon as possible.
Even if you can’t resolve the issue right away, making a plan to fix it shows customers that you care and want to do everything you can to make things right. Attach pictures or screenshots to your review response showing that you tried to take care of the problem. As you’re doing this, make sure your language remains kind, rather than condescending.
3. Be respectful, yet firm, in your response
Although some reviews might be outright lies or blurring the truth, remember that perception is reality. Sometimes people leave reviews that are blown out of proportion because they’re upset about the situation and feel like they’ve been wronged. Don’t take it personally when someone leaves a negative review for your dealership, but be prepared to defend yourself. Stand up for your company in a way that is firm and consistent with who you are as an organization, without being aggressive or disrespectful.
4. Highlight your positive reviews whenever possible
When someone leaves you a positive review about how great their sales or service experience was, it can be a helpful resource for both your dealership and for other customers who are seeking a quality dealership. Post those reviews on social media, include them in your website content and email newsletters, and use them in any marketing materials that you create. This will help to ensure that customers continue to see the best side of your dealership, thus minimizing the impact of negative reviews.
5. Keep up consistent communication with past customers to encourage positive reviews
Offer promos to customers who leave reviews, or make it easy for them to do so. This can help you build a positive review base that will balance out any negative ones, and keep your company’s reputation in good standing with customers.
Just make sure not to tie the promo with a positive review, but rather a review in general. You don’t want customers saying nice things just so they can get discounts.
6. Use texting to gather reviews and data so you can serve your customers better
How often do you search out a survey or go directly to someone’s site to leave a review? If you’re texted a link or a question, you’ll be more likely to take the time to leave a review. This is a unique way to gather valuable customer data and get more positive reviews from satisfied customers!
By taking these steps, you can build a strong review management strategy that will help your dealership thrive in today’s competitive marketplace. Every review counts!
Make Leaving a Review Easy With TruVideo
Instead of sharing private information or working out how to post a review, customers can leave feedback on your car dealership with TruVideo. We make it easy for your customers to receive quick links and information through texts, without having to share your service- or salespeople’s private numbers.
TruVideo can increase your customer satisfaction index by 10–30% because customers have a direct and easy way to interact with you. If you’re looking for a powerful tool in your review management strategy, book a demo for TruVideo. Car dealerships and auto repair shops throughout the country are using it to overcome the negativity bias and gain positive reviews from almost every customer.