Strategy 12: Provide Objective Reviews

Seek out and gather reviews from your customers and various media sources. Ask customers to rate your products, ask about quality, usefulness, and satisfaction. Look for product reviews from magazines, newspapers, and online sources. Post them in prominent places where customers can review.

Retailers—put them in a booklet and hang them next to the product.
Online Retailers—put links to these reviews by the products for easy reference.

Your customers believe what like-minded customers say over what you say in your advertising. Make it easier for your customers and give them what they want—objective/non-objective views of your products from people who own the product not just from those who sell the product.

Examples of Objective Reviews
A great example can be found online at CamelBak. They provide buttons that link to user reviews, media reviews, and submit a review. You can see what others say, which helps your customers make an educated buying decision.

Amazon.com does this very well also. Spend some time online and see how these retailers have taken advantage of social interaction. If you are not doing it on your website and in your retail store you are loosing sales.


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Taken from my book Benchmarked: What The Best Of The Best Do To Keep Customers Running

This >> is why internal marketing strategies are so important to your business' growth.