Customer Reviews | 4 min read
Social proof helps move your leads toward a sale by showing them that others like them have had success with your products or services in the past.
When leads feel a genuine connection with those who’ve provided reviews or testimonials for you, they’re more likely to take action.
To make the most of reviews, you’ll want to have as many of them as possible. This gives you the chance to carefully curate which ones you decide to display. Ideally, you’ll have reviews that speak to every major buyer persona you expect to be browsing your offers.
The question: How can you get more reviews for your business?
In general, people are way more likely to share negative experiences than positive ones. To get the reviews you want, you need to have a clear plan that will let you capture them consistently.
Let’s look at the six best ways to get more reviews.
1. Ask for Reviews from Your LinkedIn or Facebook Groups
People who have more experience with your products and investment in your brand are more likely to provide valuable information for future customers. If you have an active social media group for your new customers or “power users,” you can usually get a review or two per request.
2. Use Targeted Emails to Capture Post-Sales Reviews
One of the best ways to make sure you get reviews is to ask for them promptly. People tend to be happiest right after the sale. They also feel most inclined to “give something back” to you, also known as the principle of reciprocity. So, try to request reviews within three days of the deal.
What if you have a complex SaaS solution and your clients will want to spend some time with it before they give any feedback? You’re still in position to get a review: Make a follow-up call to see how things are going and, if your contact seems upbeat, make the request then.
3. Send Handwritten Notes to Rack Up Reviews
A handwritten note is a great way to make a lasting impression. Even to this day, job-seekers are still advised to do this. Why? Simply, it shows that you’re willing to invest time and effort into a relationship. That’s the same vibe you want when you’re asking for a review.
Naturally, though, it’s vital to honor your contact’s valuable time by not expecting too much of it. Consider using a postcard instead of a paper note that has to be sent in an envelope. A simple URL using a URL shortener or QR code can get the recipient onto a page to leave a review.
4. Take a Quick Video At the End of a Call
When it’s time to follow up and ensure your customer loves a new purchase, many sales pros find themselves on Skype or FaceTime. If all goes well, this can be the perfect moment to record a brief testimonial that you can then put on your website.
It’s a good idea to practice this method before it goes into action. Use the signals your customer offers you to know whether it’s a good time, and don’t push. Some people simply aren’t thrilled to be on camera. Have a release form already drawn up so you can use newly-captured footage right away.
5. Consider a Testimonial Swap in B2B
A testimonial swap can be a low-friction way to get another review direct from a source that future customers might trust. While it’s easy and convenient on both sides, it’s also vital to be sure everything is done on the up and up.
A testimonial swap from a company you’ve worked with in the past may only take a quick email, but be sure your legal team is on board. There may be special disclaimers or other steps you need to take to avoid the appearance of quid pro quo.
6. No Matter What Method You Use, Incentivize
B2B brands are at a great advantage when looking for reviews because, by and large, most of your satisfied customers will be willing to provide one.
If you have a subscription-based offering, you can simply extend existing subscriptions by a month or so in exchange for an honest, unbiased review.
If your business model doesn’t lend itself to that approach, giving your customer a free peek at your next tier of service may be the appropriate step.
It’s great if your customer relationships are so strong that people simply want to show their appreciation. Still, reviewers are doing you a favor, so always look for a way to give something in return. And, should you receive any negative reviews, work to follow up and fix the problem.
Reviews are worth their weight in gold, so always be on the lookout for new ways to get more!
Published on September 16, 2018