RR 483 – Managing On-Line Reviews – Kim Walker and Mitch Meier
Kim Walker from Shop Marketing Pros is a social media expert. Kim’s experience includes a school counselor and teacher. Her husband Brian, started his own shop while he was a Mercedes technician in North Carolina. Then asked Kim to leave her school job and join his service business. Then for specific reasons left to go back home to Louisiana. It was almost destiny that they engaged with Shop Marketing Pros. As a former shop owner, Kim’s advice and expertise on social media is perfectly matched because she’s been there and done that.
She is on the Car Care Council’s Women’s Board, an ATI and Management Success Graduate, and their shop was a Motor Age Top Shop winner two years in a row. Their shop experience is without question, so when she talks about social media as it relates to the automotive service professional, she has the experience that matters. Look for Kim’s other episodes HERE.
Mitch Meierhas 10 years of experience as a sales professional and real estate leasing agent. In previous roles, Mitch provided analytics and insights to support the management of national healthcare real estate databases and commercial real estate portfolios. He closed over 170 new accounts representing $1.4M in revenue, exceeding sales goals by nearly 300%. Now, with Broadly, Mitch liases with local businesses to conduct needs assessments and design growth plans leveraging end-to-end customer engagement strategies. In his spare time, Mitch enjoys football, playing golf, and spending time with his family (including a 2-year old daughter and puppy
Key Talking Points
People are afraid to get a negative review. They should embrace them
Reviews are a gift to you
A negative review can help identify problems you didn’t know you had
It can help in staff development
You may not earn that customer back but you can win other customers on how you handled them
Consumers look at negative reviews first looking at the human factor
The smart consumer should put negative reviews into context. There may be just a few our of hundreds
Some people are negative and will always find fault. Consumers can see through that
When you get a negative review you must stop, pause and catch your breath. Get the complete story
As a shop owner, you have their phone number. Call the client
Be sure you are checking your email to discover a negative review. Timing is critical
Don’t respond until you cool off. Initial instincts are to attack, not recommended without research and discussion with the customer
People want authenticity, transparency and that you are genuine
Own up to your mistake and respond with heart and not defensively. I you can take it off-line
Emotions fade and reviews are based on emotions
Best response rates are right away. Ask for a review
People believe life isn’t perfect so they will never give a 5 star only 4 star
You may think you have a 5-star review coming, but people will never give a top rating. It is in their make-up
Three different types of customers
Detractor. Leaving one or two-star
Passive possible a three stars
The promoter will leave a four or five star
Don’t let a four-star hurt you
We should work outside our comfort zone all the time
Consider a team scorecard on reviews and offer rewards to the team
Idea for every 10 we get lunch
Know what your people want and deliver a specific reward
Thanks to Kim Walker and Mitch Meier for their contribution to the aftermarket’s premier podcast.
Link to the ‘BOOKS‘ page highlighting all books discussed in the podcast library HERE. Leaders are readers.
Leave me an honest review on iTunes. Your ratings and reviews really help and I read each one of them.
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