Ghosts, Goblins, and Bad Reviews- Oh My!

Ghosts, goblins, and witches: These are the things we fear at Halloween. These things and not getting enough candy, of course.

But your dealership likely has other scary things that can keep you up at night – and not just for one night in October. One of those things is negative online reviews from customers. While it’s easier to avoid the negativity, it’s the last thing you want to do because ignoring consumers’ reviews can lead to them ultimately avoiding your business. In fact, Cone Communications reports that 4 out of 5 consumers have changed their minds about a recommended company based solely on negative information they found online. Talk about bad luck that’s also bad for business.

Have no fear; you can overcome being frightened of reviews. Here’s how:

1. Establish a plan of action.

  • Designate a person at your dealership to regularly and frequently check social sites, review sites, and the web for reviews of all kinds. When a negative review is found, don’t delete it. That can make your business look shady and can cause the reviewer to react further. Instead of deleting the review, you should respond quickly, provide the customer with your plan to address the issue, and move the conversation offline.

2. Hold your tongue.

  • It’s all too easy to read a comment you don’t agree with and snap back with a response. Don’t do this. Take the time to process the complaint and work through a professional answer. Otherwise, you risk making matters worse or further angering the customer.

3. Know your rules

If your dealership is prepared, receiving a bad review doesn’t have to make you lose sleep or scare you. Be sure to respond to negative reviews in a timely manner and provide responses that help resolve the issue.