Boost your firm’s Google reviews


People familiar with this column know that I like to emphasize the importance of focusing on your top 20 customers or your top 10% customers. But don’t underestimate the value of your small customers with simpler returns. Many have been with you for years because you know their situation well. Since their returns tend to be simpler, you can get them done on time, if not early, and they love you for it. Once the returns are done, why not come back with them before you get overwhelmed with your complicated returns and extensions and ask for a simple Google review?

As Mahatma Gandhi said, “If you don’t ask, you don’t get it.”

The reason I love Google reviews (rather than website testimonials) for professional services companies is their independence and authenticity. Reviewers must publish themselves – they cannot ask a third party to do it for them. And companies must leave all their reviews open to the public. They cannot eliminate the negatives.

As I wrote last year in Tax season is a great time to rack up your Google reviews, people are increasingly turning to online reviews to rate professional service providers, including doctors, lawyers and financial advisors. They are no longer just for restaurants, car dealerships, hotels and retailers. In fact, people are starting to trust Google reviews more than their friends because online they can see the “social proof” of five, 10, maybe 20 other people talking about the experiences they have had with a company – it’s not just from the point of view of one or two acquaintances. I don’t see this trend fading anytime soon. You need to have a meaningful online presence, and the key to doing that is having independent reviews. I know what you’re thinking: “A lot of my customers are older or not very tech savvy. They’d probably leave us a good review, but they don’t know how to do Google reviews.” Don’t leave that up. dissuade you.

How to Ask Customers for a Google Review

Here’s an example of an email you can use to request a Google review: “Hello [client name]. We really appreciate your feedback on the survey. Would you be willing to leave us a Google review about your recent experience with us? If so, I’ll be happy to show you how to set up a Google account online. Would you like this help? » The worst thing they can do is say no. Better yet, have your customer service associate handle the process.

Google does not distinguish between reviewers with complicated feedback and reviewers with simple feedback. All reviews have the same weight on Google. The platform just wants to show real unvarnished reviews from real people who have used your business. Again, if a customer doesn’t know how to post a Google review, don’t let that deter you from asking for one. Ask a staff member to help them.

Don’t underestimate the value of your simpler returns

Immediately after closing a customer’s statement, modify your software to send them a brief online survey (one minute). Whenever a customer gives you positive reviews, ask them if they would be willing to leave a Google review for your business. Tell them you’ll follow up in a few days to see if they need help creating the review. If the customer doesn’t respond within 48 hours, have one of your customer service specialists call them directly to see if they need help setting up a Google Account. Note: You can’t post Google Reviews if you don’t have a Google Account.

Valentine’s Day has just passed. But customers can show you their love at any time of the year. If you think of a better way to build customer trust, I like to hear of you.


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