I was on Amazon recently to purchase individually-wrapped computer screen cleaners. Trying to decide between over a dozen options, I read several online reviews to help me decide on what turned out to be a $19 purchase. How many times have you done the same thing for minor purchases? For that matter, how many times have you checked reviews for more significant purchases such as choosing a restaurant, booking a hotel, deciding on a vacation spot, or hiring a service business? Most of us do that on a regular basis. More importantly, your prospects are increasingly checking reviews before making a flooring purchase.
Here are some statistics to consider:
- 92% of consumers now read online reviews vs. 88% in 2014
- 94% of consumers would use a business with a four-star rating
- 88% trust reviews as much as personal recommendations, vs. 83% in 2014
These stats highlight the importance of getting positive reviews for your business. However, it’s also crucial that you have lots of online reviews, and that new reviews are being posted regularly, as these statistics indicate:
- 88% of consumers form an opinion by reading up to ten reviews vs. 84% in 2014
- 44% of consumers say a review must be written within one month to be relevant
So how can a floor dealer generate a steady stream of positive reviews and get the most marketing leverage out of them? There are three things to consider when it comes to reviews.
Review Acquisition. This means actively seeking reviews from your happy customers. Most online review sites allow you to solicit reviews, so it’s generally okay to ask. However, be careful about offering incentives for positive reviews, as this is against the guidelines for many review sites.
The best time to ask for a review is after a successful installation, and the customer is thrilled with your service. Send each of these customers an email asking for an online review, and include links to several popular review sites such as Google, Yelp, Facebook, Yahoo, Angie’s List and Home Advisor. Not everyone will give you a review, but a percentage will, and you only need a few a month.
Caution! Don’t have your customer use your store’s computer or tablet to write reviews for you. It’s easy for review companies to detect these kinds of “kiosk” tactics using incoming I.P. addresses and browser cookies. It’s best to email the request, and let the customer give the review from their own device.
Review Monitoring. You want to monitor all the major review sites. If you see a bad review, you have the opportunity to reach out to the customer and try to correct the issue. Depending on the site, you may be able to comment on the review and explain what steps you have taken to make things right. However, don’t panic if you get the occasional bad review. Studies show that consumers are skeptical when they see nothing but 5-star reviews, so a couple of less-than-perfect reviews can actually make you seem more real.
Review Amplification. You can get a lot of mileage from your positive reviews by promoting them beyond the site where they were initially posted. Here are a handful of ways to amplify your reviews:
- Facebook posts
- Send them out as tweets
- Post them on your website’s “reviews” page
- Include reviews in all your marketing and advertising
- Post reviews on a bulletin board your showroom
- Create a “review flyer” and include it with all your quotes
- Include a few reviews below your email signature line
Always remember that what others say about you is 100-times more effective than what you say about yourself, even if you’re 100-times more eloquent. With the growing popularity of online reviews, this has never been more true.
To Tons Of Customers!
Jim Augustus Armstrong is The “Coach”
Jim Augustus Armstrong is the President of Flooring Success Systems, a program that equips dealers to double their profits, cut their work hours in half and beat the boxes! Many dealers have totally transformed their businesses and their lives for the better after joining Flooring Success Systems.
See what real, live dealers are saying!