As a part of a special series to help launch Duct Tape Selling we’ve asked the marketing experts at many of the valuable resources mentioned in the new book to teach us a thing or two about selling. BrandYourself is mentioned in chapter 5 – Build a Reputation. Enjoy the below post from Sabrina Clark, Marketing Specialist from BrandYourself.
If you Google your business right now, what shows up? Your company’s website? Positive reviews? A mention in a local newspaper? OR, are the results less than stellar?
For many potential customers, the impression they get from looking you up online will determine whether or not they give you their business. There a few types of Google results you should keep an eye out for that could ruin your online reputation and impact your bottom line.
1. Negative Reviews on a Review Site
With the rise of sites like Yelp, Angie’s List and Google Places, facing a negative review is an inevitable reality. In most instances, the review will be a legitimate customer voicing a concern about their experience. Unfortunately, it could also be a fake review crafted by a competitor or an ex-employee. Regardless of the circumstances surrounding the review, it can definitely impact your business. A recent survey shows that 86% of consumers found a negative online review that influenced their decision not to buy a service/product.
What to do it about
If you do find yourself on the wrong end of a bad review, here’s what you should do:
Respond in a professional manner: Don’t ignore the review, but don’t respond with heated emotions either. Take time to calm down and craft a professional response to the reviewer’s concerns.
Take the Convo Offline: If the reviewer re-engages and you see a back-and-forth arising, offer to discuss the matter with a phone call or, if possible, in person.
Encourage Customers to Review Their Experiences: To be clear, we are NOT suggesting you pay or incentivize someone to give you a good review. However, encouraging your existing customers to give a review of their experience (knowing it could be good or bad) is a great way to get a real reading of what people think of your business. If you’re doing things right, a bad review will be the exception, not the norm.
Take it as a lesson and fix what you need to: Your gut reaction to a bad review might be that it’s fake, the customer over-reacted or that someone is out to “get you” but you might need to accept that there’s validity to their remarks. If someone comments on poor customer service, take a step back and think about what aspect of your customer service could be improved. A bad review is an opportunity to make your business better.