This need led to a referral for an East Coast auction house. As I prepared to ship off 50 years of memories, I casually checked the auctioneer’s online reputation.
The horrible things their customers said burned my fingers.
Additional research uncovered a competitor whose reviews persuaded me to instead work with them.
A Neilsen study shows advertising isn’t enough to close the deal anymore. Consumers are much more likely to trust people they know, and online reviews.
Meaning if you’re to thrive, you need help from customers to spread the word that yours is a reputable firm delivering quality goods and services at a fair price.
The wrinkle? If your customers post negative opinions online, 69 percent of potential customers will act negatively, as I did.
The smartest business owners invest heavily to develop positive relationships with customers. They constantly track comments made about their company and quickly address customer concerns.
Failure to do so is guaranteed to drive away business.
This growing need for positive, legitimate online testimonials is so pervasive that a Vista-based company has developed a system to help plumbers motivate their employees to consistently solicit reviews from customers. Their hundreds of clients recognize that a steady stream of positive testimonials guarantees them stronger bottom lines.
It’s a lesson we can all learn from.
Face it: Today it’s impossible to hide your business and sales prospects automatically look for reviews.
Furthermore, every business is sure to have some negative comments. Meaning failure on your part to acquire a steady stream of positive feedback means you’re surrendering to the negativity and might just as well close your doors now.
To improve long-term profits, start asking every customer for an online testimonial on your behalf. Whenever possible, make the ask within 30 days of the sale when the customer is happiest with you.
Getting reviews on Google, Facebook, Yelp, and elsewhere should have a cumulative positive effect on your bottom line. And don’t forget to add those testimonials to your website to increase chances your target audience sees them.
It can’t hurt … and it just might be enough to close the deal for you.
With that said, I wish you a week of profitable marketing.
Visit www.askmrmarketing.com to improve the way people see your business.