You’ve worked wonders for your customer. Now it’s time to ask for their feedback. Which usually triggers our fears of rejection. Many of us take the easy way out. Read on to find out how to get amazing reviews.
We send out a quick email asking for a review.
It’s fast, convenient and free. It also removes us from the awkward feelings that follow a rejection.
But rejection isn’t a likely outcome is it?
If you’ve wowed your customer, if they’re satisfied and happy, there’s a great chance you’ll get a positive review… especially if you change how you ask.
So how should you ask?
You make a face-to-face request.
Vanessa Bohns of Cornell University and Mahdi Roganizad of Western University showed in their research that face-to-face requests are better than impersonal requests made via email.
How much better?
Face-to-face requests were 34 times more effective than emailed requests.
That’s a dramatic difference.
In their study, they asked participants to request surveys from strangers. One group via email, the other in person. Next, they asked them to predict how many strangers would do what they want.
Here’s an interesting part about their study.
Participants in the email request group believed email was just as effective as a face-to-face request. They were just as confident as participants in face-to-face group.
This kind of targeted marketing is about more than just finding your customers, it’s about matching their frequency.
Why is that?
Vanessa explains: “Participants were highly attuned to their own trustworthiness and the legitimacy of the action they were asking others to take when they sent their emails.”
Which is basically saying “I’m trustworthy so I’ll get what I want.” Which of course is the opposite of what happened.
Strangers saw an untrustworthy email asking them to click on a sketchy link.
They didn’t do it.
Here’s the surprising part about this study.
It doesn’t matter who you ask – family, friends, strangers, it makes no difference. As soon as you decide to go from face-to-face to email, you decrease your odds dramatically.
The odds are in your favour…
Just not as much, if your requests are delivered via impersonal channels like email or text. When these researchers replicated their results in a second study they found out why.
We’re missing much needed information.
The non-verbal cues we normally share – our body language, gesture clusters, tone of voice, emotional health, etc. – this information was missing. Simply put, impersonal channels like email don’t automatically include the information we needed to evaluate a request.
Okay, so face-to-face requests are more effective.
How do you use that in your organization? You approach customers directly, meeting with them face-to-face.
That wasn’t the real question though, was it?
The real question is, how do you scale this? How do you approach hundreds or thousands of customers with your request for a review? Who on earth has the time to speak to thousands of people, one-on-one?
Your problem isn’t time, it’s leverage
Most of the time people assume they have to approach customers one-on-one, pounding the pavement – doing what they have to do to get amazing reviews.
The one-on-one approach is tedious.
It’s exhausting, time-consuming, and difficult. It’s also unrealistic. It just doesn’t make sense to approach review management that way. So what’s the best way to tackle this problem?
Leverage is a force multiplier, a way to get more done with less. It’s a powerful way to maximize the results you’re able to get, enabling you to attract more positive reviews with less effort.
How’s that possible?
Don’t go to your customers, entice them to come to you.
Approaching customers one-on-one is doable when you’re just starting out, or if you have a small number of customers. Not so much when your customers number in the hundreds or thousands.
So, how do you get them to come to you?
- Give a speech or talk. Share information with customers. They can be new, veteran or all-star customers, doesn’t matter as long as you teach them something new.
- Create regular meetup. Invite your best customers to a prestigious invite-only retreat where you build relationships, thank them for their loyalty, and spoil them a little bit.
- Run a seminar, workshop or event. Create a seminar that’s made for new and existing customers. Blow their minds with the information you provide at your workshop or event, then during the break, invite them out into the hallway where they share their review on camera.
- Attend a convention. Become a keynote speaker or featured presenter at conventions. Get feedback from your customers and prospects alike, identifying objections, fears, risks and their overall experience.
You’re not limited to these ideas.
The sky’s the limit. The focus is really about getting your customers to come to you. They can be new or established. Your best or most infrequent customers.
Just bring them together.
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