Check your YELP! And GOOGLE Places ratings
YELP! Google Places and similar websites offer the consumer a powerful and convenient business evaluation tool, and the business owner a powerful FREE marketing tool. However, many of my client business owners aren’t even aware they exist. Here’s an example of how it affects businesses: I recently signed up for a dental insurance plan and was sent a list of “qualified” dentists. Instead of calling the nearest and making an appointment (as I would have done years ago), or evaluating their web pages (6 months ago), I went to Yelp.com and checked them out. Not a single dentist on the list had more than 3 stars. I read many of the reviews and most had to do with over diagnosing, over charging, and long wait times. The result: I cancelled the dental insurance and went back to a previous dentist who had treated me fairly. My wife kept her insurance, but for an implant the “approved” dentist charges $6,000, less $1,000 paid by the insurance. I persuaded her to see my dentist, and the price dropped to $3,300, a net saving of $1,700 (not counting future premiums).
From the Yelp! website: “Yelp had an average of 71 million monthly visitors in Q1 2012. Yelpers have written over 27 million local reviews. Every business owner can setup a free account to post photos and message her customers.”
From the Google Places website: “97% of consumers search for local businesses online. Be there when they’re looking for you with Google Places – a free local platform from Google.
Help your business stand out: Add photos, update your address and hours, or promote your business with ads. Places lets you make the most of your listing and show customers why they’ll want to choose you.
Connect with your customers: Being on Google helps people find, share, rate, and recommend your business to their friends. Places lets you see what people are saying, and respond to customer reviews.
Reviews are also an easy way to keep tabs on your competitors. You can read what customers like and dislike about them and make improvements to your own business. Also ask your customers to write a review and post it (but only ask once. Don’t pester them.)
Managing complaints. As a verified business owner, you can publicly respond to reviews. Google has a list of do’s and don’ts for responding, which include 1. Be nice 2. Don’t get personal 3. Keep it short and sweet 4. Thank your reviewers, and 5. Be a friend, not a salesperson. I have often been turned off more by an owner’s response than by the original complaint. And don’t worry if a review is less than 5 stars. Having at least one bad review makes the process seem more credible and you more human.
Keith is one of 30 experienced volunteers providing FREE business counseling in the Inland Empire. To make an appointment e-mail k.larson@%20cox%20.net“>k.larson@ cox .net or score503@netzero.net“>score503@netzero.net. Or visit the SCORE website at http://www.inlandempire.scorechapter.org/