Online Reputation Workshop for Auto Dealers--Strategies for Securing Your Reputation and Building Your Social Store. Southland Motor Car Dealer Assoc. 8-10-11
What Could Cause A VW Tiguan's Radiator Fan To Stop Working
Online Reputation Workshop for Car Dealers
1. Managing your dealership’s Online Reputation Strategies for Securing Your Reputation & Building Your Social Store Kathi Kruse Kruse Control Inc. @kathikruse
90. 10 Common Complaints on Review Sites 1. Bait and Switch Against federal and state law Ads must be pulled within 48 hours 2. Not Honoring or Hiding Advertised Price California law states that vehicle must be sold at lowest advertised price regardless of consumer knowledge 3. Broken promises Pearson Ford case
91. 10 Common Complaints on Review Sites 4. Finance Issues – Payment Packing, Forced Service Contracts, etc. Tremendous legal liability in California 5. Rude or Arrogant Behavior 6. Mechanical Problems with Vehicle 7. Overselling in service department Potential BAR claim
92. 10 Common Complaints on Review Sites 8. Improper diagnosis, not repaired correctly 9. No communication from staff 10. Customer attempted resolution but unacceptable or no response from dealership
93. Dealing With Customer Complaints Have neutral party handle customer complaints Listen carefully to your customer Empathize – let customer know you understand Apologize to the customer, even if you feel that you have no part in the problem Decide what you will do to resolve the problem, and let the customer know Don’t delay. The longer you wait, the more frustrated the customer will become Check your ego at the door. If necessary give customer a concession, even if complaint has no merit
99. Thank You! Social Media Coaching & Training kathi@krusecontrolinc.com 714.251.6440 Facebook: kathikruse Twitter: @kathikruse LinkedIn: krusecontrol . Dealer Training & Compliance Solutions jim@dealercomplianceconsultants.com 858.722.2726 Facebook: jimradogna Twitter: @jradogna LinkedIn: jimradogna
Editor's Notes
I’ve spent my life in the car business...New thinking, Social Media connects all of it.
Pre-recession: fun - Post-recession: Social MediaWhen I sold cars & managed dealerships....
Internet has changed everything.Technology shift. Car buyers trustworthy info“Spectacular” = Blah, blah and blah
Facebook conversations
Twitter conversations
LinkedIn conversations
Yelp Social network
Google Places: SEO and Social
Google Places shift away from 3rd party site reviews.Customers are looking for good dealers. Give quality info, engage them – feel comfortable - they buy.
How we succeed at selling cars today. Welcome with Facebook page = Upping themCommunicate the great experience you deliver
Shoppers spend 11 hours online researching their next car.
Buyers spend most time on 3rd Party sites.
Most influential source for shopping= Internet2nd most: Word-of-Mouth. Social Media is word-of-mouth.
Speedy delivery of referring buyers.Social is buzz, people talk
Changes were driven first as a generational reaction to traditional marketing
Where Baby Boomers rejected conformity, GenY rejects pretense. Their BS-detectors are highly-sensitive and calibrated with Social feedback.
Tried & true selling methods that worked as recently as 2 years ago....We have to step up our game – build a community of savvy shoppers – want to buy from us
Interconnectivity.Have to deliver ALL that our marketing materials promiseClaims of biggest and best mean nothing when....Alignment: buyer & seller – shared values & perspectives
WHO You Are
eMarketer: 84% of Americans say online reviews influence their decision to purchase
Meet customer where they are. Build relationships, establish trust and convert leads to sales.
Handle operational changes to make Social Media marketing a success?
Budgets re-purposed to support managing Social Media & Online Reputation Mgmt.Cohesiveness with your team.
“I’m not on Social Media”. Conversations - with or without you.
Leverage staff contributionEngaging staff increases Social Media success ten-fold. Raving Fans
In-house or outsourced, Social is not a “launch it and leave” proposition.Designate a “Community Manager” Social Communication--Switchboard
2minimum platforms to manageStrategy is the same
Next we’ll talk about HOW and WHEN to respondStory: $181.25
When Social Media attacks, fight back with kindness and understanding
Biggest challenge todayFrontline personnel first—then whole team
Online Rep Mgmt requires grassroots participation from your staff. Communicate consistent message7-step Strategy: Integrate
I’ve developed7 Steps
Online Rep Mgmt requires grassroots participation from your staff. Communicate consistent message7-step Strategy: Integrate
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Embrace the fact: Employees already on Social Media.With all employee initiatives, guidance with specific policy is vital.
After 3 decades in the car biz and the worst recession in my life timeExciting to see Social Media bring – opportunity - create bonds with customers like never before. You can create a community of sustained relationships.