The angry customer -- we have all been that at one time or another. The ThermoTwin guy is a rank amateur in the arena of public protest when compared to Geneva Ohio's "Mad Signer". He has devoted his house, his cars, and any flat surface he finds to the venting of his rage.
We have all seen the indignant customer in our stores. Sometimes we may even have created one, intentionally or through no fault of our own. Though we could be sure that their outrage would be shared at the first bar to which they bellied up or during the first water cooler conference they would attend, not many of us would spend the level of indignant energy that the ThermoTwin customer or the Mad Signer have. The worst we might expect is a loud declaration of outrage in a crowded showroom, but even that takes a level of courage or audacity that most people just do not possess.
But now, we have the Internet.
While the latest craze is to push at all costs for positive reviews from everyone, the fact remains that satisfied people tell someone when asked, and the pissed off tell anyone they can find. I would not argue with a campaign to solicit positive reviews, but does our marketing and our lead handling process encourage a positive review in the end?
Perhaps we can start by asking ourselves these three questions:
- Is our Internet presence promising a false reality?
- Is our follow-up designed to help the customer or put a body in front of us at all costs?
- Are we nurturing post sale relationships with the same attention we pay to incoming leads?
Since the 1930's Dale Carnegie has been reminding people that no one likes to be critical of themselves. Though he uses dated examples such as John Dillinger the reality is that human nature has not changed. Customers like to believe that they are fair, reasonable, and realistic in what their budget will buy them. Salespeople like to believe that we are altruistic servants of the public who rarely, if ever, consider how the consummation of the sale will affect their well being. Can we talk? Everyone has at their heart their own self interest. It may vary in degree from one person to another but there is nothing inherently evil in wanting the most for your money or wanting the most money for your efforts.
Automobile dealerships aren't always honest with themselves, either. Face it, dealerships often develop different "personalities"that are shaped largely by the business model they are operating under. Whether you are "Mr. Big Volume" or "The Home of Personal Service", your store has a personality. Look candidly and introspectively at your operation. Know thy self, and to thyself be true. (Unless, of course, you realize that maybe what you're doing is not the most effective, in which case pause here to revisit your overall business model and then proceed.)
If you are a gross profit oriented store, don't fill your web pages with ad copy promising the lowest pricing anywhere, huge volume, highest money for your trade, etc. You certainly can add these to the mix, but how much better would it be to avoid the typical car dealer ad cliches in deference to what you really are good at. Do you have a top rated service department? Is your dealership part of a family legacy with close ties to the community? Is your charitable giving a model for corporate philanthropy? Find out what you are best at and make that your primary marketing message. Then sprinkle it with the other calls to action people naturally expect to round it out.
People still arrive at car dealerships with a high level of apprehension. If they arrive to find that your physical presence is a true reflection of your online image, you can decrease the consumer's anxiety right from the start. Your Zero Moment of Truth should reflect what will become your showroom visitor's First Moment of Truth.
Being an invaluable consumer resource, not just an appointment seeker.
You can try to wish it away all you want, but the reality of the information age is upon us. The explosion of mobile devices makes it even more challenging. Your customer's ability to cross reference what you are telling them can now happen in real time right in front of you. In your favor, though, is the fact that there remains a seed of doubt in people's minds about the veracity of the information they find online.
From the first moment you talk to your customer, you have an invaluable opportunity to establish yourself as their automotive expert. Presenting and selling automobiles is something that you do every day. They can use someone like you. Investigate their needs, their concerns, and their automotive goals -- then provide them with some information that sets you up a their own trusted adviser. In the process, set the expectation that you are able to be even more helpful in person. You will provide hard copy of some of the material you quoted (Carfax reports, vehicle specifications, etc.). Never try to sell the car over the phone, but by all means establish an appointment as the logical next step in your commitment to help them choose their next vehicle wisely.
Whatever you do don't try to become the expert by attacking what they have read or researched. Take an interest in what they have learned. Shut up and listen. Sales 101 dictates that the more they talk the easier they will be to close. Remember, nobody appreciates a know-it-all. People can, however, appreciate a different way of looking at things. Try word tracks such as:
That is an interesting bit of information. I have not heard it put that way before. Where did you learn this? What resources did you use?
I have heard others cite that information, too. The information I gathered is a little bit different. I am always open to new ideas. When do you think we can get together to compare notes? Is this afternoon good or would this evening be better?
When I hear something that differs from the information given to me by the manufacturer, I always like to explore the details and compare. Would you be able to bring in your notes today, or is tomorrow better?
If we challenge the customer their natural reaction will be to dig in and fight. That is what we do, after all! Gone will be the seeds of doubt in their mind and in its place will be the ex cathedra infallibility of whatever it was they found online. Become a research partner, a trusted resource. Don't waste time creating a rancorous debate partner. You may win the argument, but your embarrassed prospect will find someone to whom they award the sale.
The Morning After
If we have focused our energy on projecting a true image of ourselves online, won our prospects trust with our handling of them during the lead process, and given them a comfortable, smooth buying experience the worst thing we can do is forget about them the morning after.
Remember, you do not have to remind angry people to tell everyone what a schmuck you are. They won't forget, and depending on their level of audacity they will find increasingly creative ways to do so. It is that sincere, positive review that we are seeking. Subsequent repeat and referral sales are not bad, either! Remember Joe Verdi talking about those?
The increased use of customer relations software is making post sale contact a given in many dealerships. If your CRM tool is not programmed to print out thank you letters and/or thank you emails, fix it! Do not, however, just rely on automated processes. Take a page from the old Ma Bell campaign and "reach out and touch someone". A phone call to thank them for the sale gives you another opportunity to ask - with credibility- for a positive online review.
Don't hide from your reputation, Manage It!
If even the Lord himself had critics and detractors don't operate under the delusion that you must have nothing but glowing reviews. It is not realistic and will certainly not seem so. Instead of hiding the skeletons in your closet, deal with them.
If someone is venting online or is being critical, acknowledge it! Apologize for their experience and assure them that this is not the norm. Then, get the argument offline! Don't get into a he said/she said online. Even if their rancor springs from a complete falsehood. Show potential customers that you engage in a meaningful, in person dialog with the disgruntled masses. If lessens the impact of angry reviews.
If someone has left you the coveted positive review, thank them! A few words thanking them for taking the time to leave a good review might encourage others who go from the review page to your showroom to the ranks of your satisfied customers to likewise share their experience.
Finally, watch trends. If you see start receiving negative reviews look for a common complaint and address it. Social media complaints are the best in that they don't appear in searches yet give you insight into how those customers who most identify themselves with your dealership are feeling.
Because the Internet makes if easier to share our experiences, good and bad, with others, it is going to become increasingly more common. The advent of mobile devices will empower the outraged to launch salvos against your reputation before they even leave your dealership. Don't fear it, manage it. Make it hard for people to become angry or disenfranchised. Encourage those enjoying the fruits of your customer centered processes to share their experiences. Don't let an established relationship die of neglect!
If you must lose a battle, win the war!
So what about the ThermoTwin Window activist? He may well have sullied the ThermoTwin name in the minds of regular travelers on Route 18 in Girard, but his plywood and paint grievance loses its edge the moment someone looks up ThermoTwin online. Between their Facebook page and their own website testimonials, they all but neutralize his weathered wooden raised fist. Perhaps he should have used Google to vent his ire instead.
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