Convert negative reviews into a sales explosion!

Since the recent Olympics, I’ve been thinking about Ryan Lochte and how the negative comments affect his brand. Unfortunately, businesses are no different from personalities and once you are interacting with an audience the potential is there for a positive likewise a bad review.

It’s often said that word of mouth travels faster than any form of media. In fact, for decades, people have shared and made big decisions using the simple yet resounding power of word of mouth. In studies conducted by Nielsen it was discovered that 84% of consumers say they either completely or somewhat trust recommendations from family, colleagues, and friends about products and services. Researching statistics, I discovered that 88% of people trust online reviews written by other consumers as much as they trust recommendations from personal contacts (BrightLocal). Interestingly, 72% say reading a positive customer review increases their trust in a business, notably it takes on average 2-6 reviews to get 56% of them to this point (BrightLocal).

Considering these statistics, the influential impact reviews can have on customers and ultimately sales, how can a business rectify a negative circumstance. Firstly, do not panic – every business at some point will receive a negative comment or review. However, I believe response is the key. When dealing with negative reviews, sales personnel should act quickly – ideally within the first day of receiving a complaint. This will demonstrate customer care, responsibility and the highest standards of professionalism. In dealing with the complaint an explanation should be given, however as one of my marketing professors taught me “you should not apologise for the same scenario constantly or for too long”. Remember you want to correct a fault and provide helpful information – not dwell on the issue.

On the flipside, bad reviews can help you think about your business strategy from the consumer’s point of view and improve your overall product and service delivery. Therefore, negative reviews can be viewed as a ‘checkpoint’ to make crucial changes which can help satisfy customer's’ needs which will essentially increase sales if it is managed correctly.

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