Reality of Reviews

This week I’ve been thinking about a topic that is an issue for all business owners at some point in time or another: negative reviews.   Most of us have more than one customer throughout the lifetime of our business, so we have to be aware of how our business is seen by others.  The internet does good and bad things for us as just about every person goes online to check out businesses they may want to work with and products they’re considering before buying or striking up a conversation.  Whether company websites, review and group sites or social media, there are lots of ways that potential customers can find us and find out about us. So what happens when a customer has an interaction with us that for whatever reason doesn’t go the way they want it to?  They find a way to make their dissatisfaction known of course.

So what can we do about negative reviews?  The answer to this is not to eliminate the ability of customers to leave reviews, because unless you’re a bad business the reviews will largely be good and we need the good reviews to encourage potential customers to buy.  The answer is also not to bribe those who write negative reviews to remove them.  And, the answer is not to leave a scathing reply to their negative review because that just adds fuel to the fire.

First I think we need to understand the customer a bit and release some of the pressure from us.  Not all negative reviews are your/your business’s fault.  Sometimes people are having a bad day and find things to complain about, and you just get lucky that they picked you.  Second, some people who should have never purchased from you leave a negative review because they were unhappy with something they never would have been happy with.  And you have no control over the weather so as long as you do all things within your power when you have interaction with weather as part of your business, there’s nothing else you can do.

Second, know that negative reviews can be good because most of them point out an area of your business that you could improve.  But, they’re only helpful if you actually do something about it (and positive reviews after those negative reviews should indicate improvements).  Negative reviews do compile and do stick around so you want to make sure to address things you should address quickly, which means you need to keep an eye on your reviews.

Third, don’t take negative reviews too personally.  Yes, they hurt.  It’s not fun to have our businesses bashed, and sometimes the negative words are actually accurate.  But if you take all negative reviews super personally you’ll never have the attitude or strength to keep your business growing and thriving.

Finally, let’s talk about how you can respond to negative reviews.  First and foremost you should do everything in your power to resolve situations before anything gets posted online.  Some people prefer to just shout their displeasure to the world regardless of all efforts you make to communicate with them beforehand, and you can’t do anything about that.  Second, depending on the situation the right thing may be to reach out to the unhappy customer and try to resolve things.  This doesn’t work in every case and isn’t always recommended.  Third, do your best to get lots of good publicity so that it’s clear that the negative reviews aren’t representative of the majority of your customers.  This means having active social accounts, doing local newspaper interviews, contributing to local events and being an active part of relevant online groups and communities.

What are your thoughts about negative reviews?

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