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Jared Hamilton
From: Jared Hamilton
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Keith Shetterly

Keith Shetterly Owner

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Shetterly's Three Laws of... Reputation

1) Reputation is advertising.  Good or bad, you don't buy it, but you pay for it one way or another.

2) Reputation begins with customer service that people must talk about.  If you fail at great customer service and you fail to be talked about positively, you are going to fail at great reputation.

3) Reputation is something you own as far as responsibility, but your customers always own it as far as content--it's what they say, not you, that is your reputation.

 

 

 
(from the dealership series "Shetterly's Three Laws of...")
 
Tony Rhoades
Keith well said. You have hit the proverbial nail on it's head. I especially like point 2. We all need to be reminded from time to time the the real point of the matter is to serve our customers well. A point made very clear by Seth Godin in 'Purple Cow.' "Be Remarkable!" Thanks for the reminder.
Keith Shetterly
Tony, I love Seth Godin's work!
Jared Hamilton
Law #4 - just because you are not monitoring it doesnt mean that it doesnt exist. Why do we think that conversations about us dont happen just because we dont make the effort to listen? Drives me nuts. Law #5 Customers are not in the wrong for talking about you. The only thing new about online reputation is that the conversation is online. People, customers, have every right to say that you suck... especially if you do. They have always shared their opinion, the onslaught of online reputation management/listening required is a good thing, prior to now the conversations just happened with us. I like it keith. Short, simple and accurate. Well said.
Jim Bell
A stat took me back while I was at DD10 and that was 73% of the online buyers are looking at online reviews of the dealerships and 23% will change the place they buy from in what they see in those reviews. Yes, it is definetly important to stay on top of it. If you are treating the customer right, you don't have to worry about it. If there is a bad review, make sure that you get the good ones to bury the bad. I'm with Tony on his comment, you hit #2 on the head. If you suck at customer service, you will suck at online reputation management and it will hurt you more and more as it takes off even more.
Keith Shetterly
Thanks Jared and Jim! Just trying to simplify in order to get dealers to drive towards a clear goal. As far as the Internet goes, Reputation is the new Organic.

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