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[Podcast] RR 483 – Managing On-Line Reviews – Kim Walker and Mitch Meier


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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 Shop-Marketing-Pros.pngback 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 Meier has 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 Broadly.pngportfolios. 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

 

Resources:

  • 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.
  • Love what we do, buy a cup of coffee HERE.

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As a member of the NAPA family, AutoCare Center owners can take advantage of the NAPA National Health Program from the NAPA Insurance NAPA-AutoCare-Logo-Vert-A.gifCenter. This “NAPA only” program gives you and your employees access to national “large group” rates on medical insurance with premiums discounted up to 30 percent. These rates are based on the collective purchasing potential of 22,500 NAPA locations including both NAPA AUTO PARTS stores and NAPA AutoCare Centers.

The NAPA Insurance Center can help you with a variety of other insurance benefits too. For more information about The NAPA National Health Benefits program as well as all of the insurance benefits available to your AutoCare Center and your employees, visit the NAPA Benefits Center, at www.napabenefitscenter.com or call the NAPA Benefits Center at 844-627-2123.

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  • Have you checked out Joe's Latest Blog?

         1 comment
      Have I got your attention? Great.
      Let me start by saying that I believe in giving praise when deserved and letting employees know when they dropped the ball. However, the truth is that no one enjoys being reprimanded or told they messed up.  
      The question is, what is the appropriate balance between the right amount of praise and the right amount of critical feedback? According to studies done by Harvard Business School, the ratio of praise to critical feedback should be about 6:1 – Six praises for every critical feedback. I am not sure if I agree with that.
      From personal experience, I would recommend a lot more praise. The exact ratio doesn’t matter. What’s important is that before you consider giving critical feedback, ensure you have given that employee a lot of recent praise. If not, whatever you are trying to get through to an employee, will fall on deaf ears.
      When you do have to give critical feedback, remember a few things:
      Focus on the issue or behavior; never attack the person, and remain calm in your actions and words Ask the employee for feedback, their side of the story Speak to the employee in private Address the issue soon after it happens; never wait Don’t rely on second-hand information; it’s always better if you have experienced the situation yourself that you want to correct Have an open discussion and find things that both of you can agree upon Have an action plan moving forward that the employee can take ownership of Use the experience as a learning tool Make sure you bring up positive attributes about them Remember, you don’t want the employee to be angry or upset with you; you want them to reflect on the situation and what can be improved. One last thing. Everyone makes mistakes. We need to be mindful of this.
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