While it is extremely important to monitor what people are saying about your dealership, it is also just as important to make sure that all of your reviews online are the real deal. Don’t get me wrong, five-star ratings are what we are shooting for, however, even the world’s most admired companies cannot please everyone all of the time. Personally, the first thing that I do when I look at a company’s online reviews is to take a look at the ratio of positive and negative ones. It would seem obvious to me that a company with 394 five-star ratings and only 2 one-star ratings simply had a couple of crabby people, who are never happy with anything, visit their store. Now, to be fair to those two negative reviewers, perhaps the sales rep at the store was having an equally bad day and dropped the ball on providing outstanding service which in turn led to the negative review.

No matter what the situation, the purpose of online reviews is to provide consumers with a transparent look into how companies treat their customers and the perceived experience that the customers thought they had. It is up to the consumer to decide whether or not to factor in a few negative reviews into their purchasing decision.

At any rate, work hard at providing consistently exceptional service in all that you do and everything will take car of itself!