CoatingsPro Magazine

JAN 2019

CoatingsPro offers an in-depth look at coatings based on case studies, successful business operation, new products, industry news, and the safe and profitable use of coatings and equipment.

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22 JANUARY 2019 COATINGSPROMAG.COM Marketing Savvy Marketing Savvy T hink what it would mean to have a large group of enthusiastic people who made it their mission to convince customers to do business with you. Furthermore, imagine them being so convincing that almost no one who crossed their path would say "no" to giving you their business. Plus, what if this group of people worked for you for free, 24/7? You actually have this available to you at this very moment — whether or not you're using it to the fullest (or at all) is the question. Just what is this mysterious tactic? Online reviews. Google is the most common place for these reviews. In fact, when Google started doing this, lots of business ow ners were furious because they now had another thing they had to worr y about besides things going on in their business. W hat the business ow ners didn't understand was how golden this opportunity actually is. If you really think about it, this is one of the most powerful referral ser vices you could ever have, and yet it's a market- ing tactic that most businesses don't exploit like they should. If you are using these reviews, then congratulations; you're probably at's how powerful the reviews are on the consumer side. Let them be your silent salesman on the other side, giving as much clout as your doctor has when he or she tells you to do something to stay healthy. Let's examine how you can reap the enormous benefits of your reviews and use them to get even more business. Handle Negative Reviews First, you have to know that you will get negative reviews on occasion. No business escapes it. ey come from deceitful competitors, bad apple customers, and good customers you inadvertently angered or disappointed for whatever reason. e good news is that getting bad reviews isn't usually much of a problem because there are methods to fix bad reviews and turn them into golden opportunities. Heck, even if a customer was so mad that a business rock star. For those barely using it, if at all, these are the business owners and managers who have gaping holes in their profit potential. Reviews such as those on Google are a gift. e best part is they're free! ink about it: If you have ever used reviews to decide whether or not to buy from a business, then you know that you let those reviews tell you to shop or not shop with that business. If you have ever used reviews to decide whether or not to buy from a business, then you know that you let those reviews tell you to shop or not shop with that business. That's how power ful the reviews are on the consumer side. By Andy Curr y, Best-Selling Author The Best Marketing Tactic You Probably Aren't Exploiting

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