Online reviews are an essential marketing tool for many small
businesses, especially for service-based businesses like yours.
They give potential customers and clients a chance to see how
effective your goods or services are, how responsive you are to
your clients, and what other people's experiences of your business
have been. As a result, the vast majority of people check online
reviews before making a purchasing decision.
When reviews are great, that's a fantastic thing. But,
unfortunately, it's when you get negative reviews that you have to
adjust. You can't please all customers all the time.
Here's the thing: a negative review can actually be positive
for your business. So how do you rebuild trust after a client has
vented their frustrations online?
1. Leave the
negative review up.
A negative review doesn't have to be the end of the world.
Although customers like to see five-star reviews, they understand
that perfection is almost impossible—and probably a sign that
something is "too good to be true." In that sense, having a
customer or two provide negative feedback gives more credibility to
the positive reviews. Customers expect to see a couple of negative
reviews. As long as they're in amongst positive feedback, the
negatives likely won't hurt you much and may even increase your
legitimacy if they're handled well.
2. Respond to the review honestly.
Customer complaints are a way for you to build trust with your
potential clients by allowing you to respond honestly and
professionally. Did something go wrong that was out of your hands?
Offer an apology and explain what happened. Was there a
misunderstanding? Take the opportunity to clear it up. Has the
reviewer requested additional information or a solution? Respond
online to show what you've done to address the situation.
Did the reviewer misunderstand a policy? Explain your policy and
invite them to contact you if they have further questions.
Doing so shows readers that you take their concerns seriously and
are willing to take responsibility when things go wrong.
3. Learn from
negative reviews.
If you see the same concerns repeatedly in the online
feedback, it may be time to review your services. Negative reviews
give you insight into areas where your customers feel your business
could make changes, so take the time to consider what you're being
told. For example, it may be that you can improve on your
offerings, or you need to communicate better with clients to manage
their expectations.
Thank them for their feedback, let them know you're taking
their concerns seriously, and explain what your next steps will
be.
Final thoughts
Don't panic. A bad review or two isn't likely to ruin your
reputation. On the contrary, a few negative reviews can help you
gain trust with potential clients. In addition, you can use the
situation to build confidence in your business by being responsive,
transparent, and honest. Many prospective customers will look past
a few negative reviews if you have more favorable ones. So make
sure you are consistent in providing quality services and encourage
happy clients to post a good business review.
If possible, make sure your responses include an apology, a
statement about your commitment to your clients, and a way to
continue the conversation offline if further communication is
needed. Doing so will show potential customers and clients that you
care about their feedback and are willing to take responsibility,
but it also allows you to move the conversation to a more private
forum if the reviewer isn't happy with your response.
About The
Author:
Sharie DeHart, QPA is the co-founder of Business
Consulting And Accounting in Lynnwood, Washington. She is the
leading expert in managing outsourced construction bookkeeping and
accounting services companies and cash management accounting for
small construction companies across the USA. She encourages
Contractors and Construction Company Owners to stay current on
their tax obligations and offers insights on how to manage the
remaining cash flow to operate and grow their construction company
sales and profits so they can put more money in the bank. Call
1-800-361-1770 or sharie@fasteasyaccounting.com