As a reputation management specialist, I work with about twenty dealerships every day. One common mistake I see dealers making again and again is considering negative reviews as bad for business. Believe it or not, used well, negative reviews can actually help your business. Here’s how:
3 Ways Low Stars Can Actually Boost Your Business
Used well, negative reviews can help you make better business decisions - knowing where there is room for improvement means better customer service and more sales down the road. If one of your employees or services is continually receiving negative feedback from customers, that’s a strong indication that improvements are needed.
Negative reviews shed light on positive reviews & create trust among consumers. Think about it: when you see only 5-star testimonials and reviews you start to wonder… are these reviews real or fake? When you see a product or business with nothing but glowing reviews, you don’t trust it. Users are more likely to believe positive reviews when there are a few negative reviews in the mix and since *almost half (48%) of online shoppers say reviews and ratings are a critical or very important user-generated research component for retailer sites would you rather they believe and take notice of those positive reviews http://www.marketingcharts.com/direct/customer-reviews-affect-6-in-10-online-shoppers-19019/?utm_campaign=newsletter&utm_source=mc&utm_medium=textlink#.TpRuLGJAOt1.email
A negative review is an opportunity for your business to shine. There are plenty of negative reviews out there, but far fewer stories about how a business responded to that negative review and was able to turn it into a positive. If you can do that, people will notice. They’ll tell their friends how you turned a bad experience into something good and you’ll be better off in the long run because of it. Responding to online reviews is your opportunity to show you care and want to make the customers experience a better one.
In conclusion, don’t be afraid of a negative review. Instead, use it for your own benefit by turning something that’s good for your business.
Mary Kelly Gaebel is a Reputation Management Specialist at ADP Digital Marketing Cobalt. She works with dealers to increase dealership awareness and branding via social media outlets. She has a B.A. in Communications from the University of Washington.