Tools, such as software, apps, websites, training platforms, and other advanced technology play a large role in our day to day operations in dealerships these days. Some of the brightest minds in the Automotive Industry have created tools to assist us in managing inventory, our customer relationships, and even our reputation.

However, all too often, the decision makers and people running these dealers view the tools as an “easy fix”. During recent visits to many dealers, one question they often hear from me is “What are you doing to improve your online reputation?” The common answer is “We just signed up with ______.”

To be clear, that is not the wrong answer. At least not completely. You see, software is a great tool to assist, however, it is not a strategy. Let me repeat. The software is NOT a strategy. If you want to run a first-class dealership moving forward, you cannot rely on the latest tech to get you where you want to be on its own. You have to develop a sound strategy with accountability measures and trackable growth in order to succeed.

Let’s outline a successful Reputation Management Strategy.

1.    Ask for the review: This is often where the software comes into play (which is fine), but it can’t stop there. Are all of your salespeople/service staff asking their customers for a review? Are they being reminded by their managers?

2.    Track growth: Do you have a dedicated team member or two tracking growth? How many reviews on each of the top review sites? Is your rating where it should be?

3.    Respond to all of them: Yes, you should respond to every review. Good or bad.

4.    Coach: Are you reading your reviews and using them for constructive feedback to improve your customer experience? That is, after all, the reason we want the reviews in the first place.

5.    Are you using your reviews in your marketing? Not much says more about what a potential customer can expect from your company that what a previous customer has to say. Use the reviews. They are powerful.

There you go. There is your outline. You can dive deeper into each step and personalize for your store, but the foundation is there. It has to go further than just signing up with the latest software that helps you ask for reviews.

Remember, software is not a strategy.