In marketing, we often talk about the power of reviews and testimonials. What others choose to say about us holds weight – more than our own words, even. Like it or not, external validation plays a role in decision making for most people. So, what happens when the reviews aren’t positive? Today we’re talking about how to make negative reviews a good thing for your business.
I find that a lot of business owners are scared of negative reviews or negative comments. Often so scared that they don’t leave themselves open to reviews at all. If this sounds like you, read on.
There are different types of negative comments, and negative reviews are usually an opportunity for you to spin the conversation while staying on-brand.
Negative reviews are usually an opportunity for you to spin the conversation. #business #smb Share on XComplaints
Let’s say that someone has a complaint about the delivery of one of your offerings, and they share it in an open forum. Think about how you would talk to them if it weren’t a complaint. What tone would you use? As difficult as it may seem, take a deep breath, and remember that that tone should be part of your response.
Now, let them know you hear them. Let them know if there is something specific you will do to address it. Let them know that you want to do something for them. Then, if you need to, make it publicly clear that you will take the conversation offline and contact them directly.
All three of those primary steps is important. People want to be heard, not ignored. If you ignore them, you are never getting them back. And your lack of response will make an impression on others who see the review. Whatever you do, be sure that you address it so they know you heard them.
People want to be heard, not ignored. #crisiscommunications #business #smallbusiness Share on XIf there is something specific you are doing to resolve the situation, mention it. Even if the thing you are doing is making a full review or bringing in someone special to take a look. Don’t promise what you can’t deliver. Don’t promise it will never happen again. If you don’t have a resolution or answers yet, just let them know what you are doing to get the answers.
If there is something you can give them, offer it. A discount, a refund, a bonus, an appreciation gift. Something that would naturally fit with your business.
Throughout your response, make sure you are staying consistent with your brand and your tone. It is easy to get defensive, but being defensive won’t resolve anything.
Trolling
Another type of negative review to consider is trolling. Some people are just aiming to be mean. When you can control it, you may decide just to delete the comments. It’s not always possible. In my case, sometimes I play with it.
One day on Facebook, someone came to my page and started calling me fake. No prohibited word choices, but they were being mean. In response to her first comment, I said, “Hi, (her name)! I have tons of marketing resources for business owners here. If you tell me about your business I can point you to some good ones.” She wrote another trolling comment. I said, “Well, we have a ton of other small business owners to network with here. Tell us more about your business!”
That conversation was never serious, and actually it was two totally different conversations happening at the same time: the one she was having and the one I was having. But everyone else on my page watched me handle the situation patiently while re-stating my services and target market. I left it there. I handled it in a way that I want my real clients to see.
Being defensive won’t resolve anything. #crisiscommunications #business #smallbusiness #smb Share on XObjections
There is one more thing to consider. You may have people – especially in social media comments – who express objections to something you are stating or selling. That is an OPPORTUNITY. It is part of the sales process, and they skipped ahead to it. If they are objecting to something you offered or disagreeing with a point you made, ask them to share their opinion. Ask them questions. Get more information to see where they are coming from. It’s not that you are desperate to make a sale in that moment, it is that they are giving you a ton of real insight and answers to what they need. That information will be an asset for you for this person or someone else down the road.
Remember, if you want the world to think that you have good customer service, you need to address those negative reviews and comments. This could be the opportunity you need to get that person back and rebuild their loyalty, to publicly share the core messages of your business, or to get more information.
Turn those negative reviews into a jumping off point for a positive response.