A recent study by Northwestern University found that people are more likely to buy a product with a rating between 4.2 and 4.5 stars than a product with a perfect 5.0 rating.
The study also found that people are more likely to read negative reviews than positive reviews, and they’re more likely to be influenced by negative reviews when making a purchase decision.
Meaning? You should embrace negative reviews and always respond to them in a professional and helpful manner. This shows your potential customers that your business is transparent and you care about them.
It’s like when I read Yelp restaurant reviews. When I see complaints, but no responses from the owner or manager, I assume they don’t give a damn about what their customers think.
“The floor was covered in trash!”
“The chicken was as tough as shoe leather!”
“The server picked up a spoon from the floor and put it next to my soup!”
(Yes, this really happened to me!)
Result? I won’t eat there.
So, ask for–and post–as many reviews as you can. ALWAYS respond to the crummy ones… and you’ll turn many potential NON-buyers into people who WILL take a chance that otherwise wouldn’t have!