Has a negative on-line client review cost your company business?
That game can be played both ways!
Learn to leverage the most powerful and effective PR tool available today!
Have you felt the sharp bit of a bad online review? Did you know that everyone in the world can see it just by Goggling your name?
I know at least one excellent, five star firm that has lost business on more than one occasion due to one bad review on Yelp.com. Well sure, It would be great if this was a freak thing. It would be great if everyone just realized how much damage is done to just one business, even when its undeserved. After all, what recourse does the average contractor or small business owner have to refute the damage done by disgruntled voice?
Don't get me wrong. I think this kind of reviewing has its place and value, and it came about as a result of consumer's need for safety, to keep vendors honest, and standards up through unsolicited feedback. But when it cuts undeservedly, it cuts deeply. In the case of the company I mentioned above, I happen to know that the company was never even hired by the reviewer. Still, that reviewer decided to leave a scathing 'review' on a very public venue. The likelihood that this will happen to you will become more likely over the next several years as it is a highly available way for consumers to vent, lash out, or praise, and all in a way that is truly effective, which ever their intent.
If you are a contractor or a subcontractor, you need to read the next sentence:
This is today's most powerful opportunity for free advertizing merely riding in on the back of a large, dark horse.
The writing is on the wall with online communities like Facebook, Angie's List, Yelp and LinkdIn. If you doubt this then you are in denial. This form of 'pre-qualifying' will continue to grow in influence. On the other hand, if you recognize the incredible opportunity to leverage these very venues then you are way ahead of the rest already... IF you actually do it.
Here's the deal: PR is no longer about just having a sign painted on the side of your truck, or business cards, or an embroidered logo on your crew's work-shirts. It's no longer just about placing an ad in some publication and hopping for the best.
Today it's about press releases, Moms clubs, and using internet technology as a mega partner in growing your bottom-line faster than before and more easily.
Two things you need to think about:
1. Word of mouth marketing is the fastest growing and most effective marketing trend today.
2. Irresistible-client-care beyond the project will give people something they can't stop talking about. Count on it!
Because of the internet, our public profiles no longer have a small foot-print. When we succeed big the world will know; when we mess up... well the world will know, because you can bet your bottom dollar someone will tell!
To double-end your campaign, here's what you do BEFORE they do:
1. Gather great Client testimonials, like they are going out of season!
You can use the ones you want and not the ones you don't. Aim for every positive client you have now, had in the past, and ever will have. Make it your standard operating procedure (SOP) and do it without fail.
2. Have them write out their testimonial and then if at all possible have them record it.
You can easily set up an online audio recorder. I use AudioAcrobat and I love them. I did everything myself within 20 minutes and now its done for ever. Every step was explained. I can help with questions for further information if you email me. You will be provided a phone number and extension that anyone can dial, from anywhere, to leave a winning testimonial.
Take a look at my testimonial landing-page. You will notice that there is a phone number and simple instruction to follow. Try it out yourself to see what your own clients might experience if they were calling to leave youa tentimonial. While you are there, take a moment and leave me a brief comment if my article is helpful.
2b. Attach the testimonial recordings, with text and client photo (were possible) to your web-site.
Don't forget to plug just one testimonial link into your email signature and e-card. This way you send out a testimonial about you every time you email anyone.
3. Ask clients to sign up with Yelp.com, Angie's List and other online consumer venues, to leave a positive review.
This is just as important as attaching gathering testimonials directly.These consumer venues are typically free for consumers so it's pretty painless. If they are not on-line savvy you may ask their permission to enter their written testimonial onto these venues for them, in their name and with their contact information.
N.B. It's best if they do this themselves, however. You can make a standard set of instructions (to 2-3 websites) and give it to each client to make it too easy for them NOT to follow.
Petalyn Swart Albert CPCC is a Life Transitions and Change-Managment life coach. Your comments and questions and comments may be email to Petalyn directly at:
Email: IrresistiblePro@comcast.net
Her Her web address is http://irresistiblepro.com
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