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By Brian Pasch
Dylan Swift from Yelp addressed the dealers at the 2013 DrivingSales Executive Summit (DSES) and of course the room was packed. Yelp impacts dealers in many ways especially since Yelp is integrated with Apple Maps, Siri, and even some OEM vehicles. Yelp reviews often appears on Google Page One search results when a dealer name is searched.
According to Dylan, dealers should not ask their customers for a review. That means no kiosks in the dealership, and no direct requests to post a review online when they get home, from inside the dealership.
Does this mean that every OEM Co-Op Reputation Management program that sends out emails asking for consumers to post reviews is violating Yelp terms of service, if they list Yelp as a link?
Dylan suggested that dealers could put Yelp stickers on their showroom windows. This would be passive engagement with customers which basically says that the store has a listing on Yelp.
Dylan felt that if dealers have hundreds of transactions a month, organically some of those customers will post a positive review on their own, without any prodding. However nice that sounds, this is NOT the reality for so many dealers.
There are dealers that have service centers that perform THOUSANDS of repair orders every month, and their positive Yelp reviews do not budge. If we would believe Dylan's hypothesis, dealers should see more positive reviews being posted each month. Many do not!
Are customers of auto dealerships that different that Dylan's advice is not working?
I would like to hear what readers of DrivingSales have to say! I would love for you to share how many service RO's your store does each month and how your Yelp reviews are increasing each month.
Brian Pasch, CEO