As business people, we’re all used to reviews, testimonials and are aware of their power when displayed online or in print media.  We proudly display them on our LinkedIn profiles, our website widgets, inside the cover of our books.  However, how should we respond when someone posts a negative comment?

If the reviewer is wrong…

• If the review is factually untrue, and this can be demonstrated, then write to the reviewer and politely ask them to take it down, stating those facts without emotion, blame or threat.
• Prepare yourself for the possibility that they will refuse.
• If they refuse, decide whether to remove the review yourself, or not.  (Beware that many public review and testimonial sites do not offer this facility, and there are many that do not offer you any control over the content at all, or any recourse (such as posting a follow-up comment, or refutation).

If the reviewer has a point…

• If the review is partially or fully true, then write to the review and politely ask them to amend the part that is untrue, or remove the review altogether.  Prepare yourself for the possibility that they will see things differently to you.
• Regardless of the outcome of this request, offer to make a clearly defined restitution (preferably in kind, though not financial) to the reviewer, by way of an apology for their bad experience of your organisation. Some organisations publicise this restitution, for PR purposes.
• NEVER make the mistake of offering restitution on condition that the review is removed.  This will only make things worse, and damage your reputation further.  Restitution should make the customer happy, and be of no immediate benefit to you whatsoever.  (We all know that this will benefit us in the long term though.)
• Statistics show that complainants whose complaint is resolved quickly will most often remain with a supplier, and may become advocates.

If the reviewer makes a personal attack…

Online

• This type of behaviour can only serve to condemn the writer.  There is one correct way to communicate when making a criticism: truthfully, briefly and factually.  Resorting to personal attacks is the way of the emotional abuser, a person who is lacking in self-esteem.  And, it is lazy.
• Remove the review immediately, if possible.  (This is especially important if someone uses your website to attack another person.  Avoid being viewed as someone who allows personal attacks on your sites and profiles.) If it is not possible to remove the review, respond quickly, asking for constructive feedback in order to deal with the issue.  This places you in the stronger, positive, assertive, proactive position.
• If you receive constructive feedback, follow-up quickly with a thank-you and a brief outline of what you have done to improve things.
• Avoid carrying on a slanging match online.  It makes everyone look stupid.

Offline

• Tell them what they’ve done. Keep it factual.
• Tell them how it makes you feel.  Keep it short.
• Tell them what you’d like them to do instead.  E.g. replace the personal attack with some useful suggestions on what the problem really is, and how it can be resolved.
• Tell them what the consequences will be if they don’t do as you ask.  E.g. you won’t begin to work on improving something, if you only receive a vague personal attack.  Make sure you carry through with the consequences.  That may be, for example, to avoid association with that person, as personal attacks are designed only to harm, not help.

I hope these simple strategies help you to understand what happens when someone reviews your product or service.  And, that you never have to use them.  ;)

Image credit: lavverue.

Comment below on how you have dealt with negative reviews or testimonials on and offline.  I’d love to hear your thoughts, and whether you have tried the suggestions above.

This blog posts looks at how to get reviews from customers and where to put them!

1. Set up a Google account if you’ve not got one already.

Add your business details to Google Local (the video explains it nicely). Then, ask customers you know are happy to add a review. The more places you are found online, the more likely you will be found by those conducting random Google searches. This result will appear high in the rankings for people looking for your business, even if your website is not quite perfect yet!

2. Set up a Profile on Lookaly.

This is a reviews site for businesses in Northern Ireland. Review other businesses regularly, in order to keep your Profile and Business name in people’s minds. This will encourage new visitors to your website and hopefully customers to add in a review. The more reviews you have, the higher up your business appears in category listings.

3. Email customers and ask for reviews, including the permission to use them online and offline.

A client did this recently, and has now three very happy customers with delightfully-written reviews to share with the world.  Satisfied customers are usually only too happy to supply a testimonial. Add them to your website and other offline promotional literature.

4. Ask for recommendations on LinkedIn.

One of my previous bosses was so amenable, he supplied two reviews on LinkedIn!  From the Profile drop-down menu, click Recommendations. Specifically, these are linked to you, not your business, and can come from previous colleagues and employers.

5. Add the Facebook Reviews application.

If you are a Facebook user, add this application, then encourage business colleagues on Facebook to add something to it.  Regularly remind Friends that it’s there!

6. Collect testimonials on your own version of happy sheets or customer satisfaction forms.

Ensure that you ask people to indicate that they are happy for you to use the testimonial on online and offline marketing.  These can then be added to your website or other profiles online, or slipped into other promotional material.  One word of caution, keep them up to date; avoid using customer reviews that are years old.

We hope you found this information useful. Please comment to add any thoughts or questions or email info@sensei-winbeforehand.co.uk.