Does The Quantity Of The Reviews Even Matter?
As you may have heard, the BOS Media podcast is called “Make it Matter.” So when the subject line asks, “does something matter?” it’s kind of a big deal in our world. Mattering matters to us. (not to mention, what’s the entire physical universe made of? That’s right, MATTER.)
The more we talk about reviews, the more I’m struck by the subconscious effect they have on me. If I’m comparing two options – whether it’s a restaurant, or a product on Amazon – if one has like 7 reviews, and the other has 1,400, I’m almost always going to go with the one that has more… but why?
I heard an awesome quote from a business owner on Reddit about this:
How do reviews change the way you look at a movie, product, or place?
“I kind of have some deeper understanding of reviews from the restaurant and hospitality business. Once you get past the BS filter, then you can see the real reviews. What you are looking for are the true positives and the true negatives. Consistency gives you the answer.”
The key word here is consistency, and how it helps lead us to “true” positives and “true” negatives. The more reviews you have, the more truth you can derive from it. That’s a strong statement but I really believe: Consistency gives you the truth.
No offense to the 7-review company, but how much truth can we really derive from that? (especially when everyone’s first couple reviews are usually from family members haha). The more consistency we see, the more credibility we give.
Consistency = Credibility
With all that said, let’s talk about what really matters to the entrepreneurs we work with: growing your business. I just heard an amazing case study about the transformative power of reviews.
Eagle Beaver Moving is a small business who started a campaign of asking every single customer they got for reviews – the results blew me away:
Before: 4 reviews, 4.2 rating, 20 leads/month
After: 528 reviews, 4.9 rating, 350 leads/month
I know some of us might feel reluctant to ask customers for reviews – you may not want to bother them, or maybe you’re afraid of getting negative feedback we discussed last week. But I think we can all agree: if you care about consistency, credibility and growth, this does matter.
Next time, we’ll talk about how you can get more quality reviews. Our hope is that it helps you establish trust with people searching online, and ultimately ends up growing your business. Why is this so important?
Because YOU MATTER to us.
How Do I Deal With Negative Reviews?
Let’s talk about 100% 5-star reviews… Do they feel suspicious to you? If I see a business with all 5-star reviews, part of me gets super excited for them. How cool is it that they are that awesome? And I usually don’t doubt that they are… but, I also want to know more.
Someone told me that in order to really know how great a company is, you need to see what happens when something goes wrong. Because inevitably, something will. How will they address it? How will they remedy it? Will they offer empathy? Will they understand the other side? Will they defend? Will they be kind?
Whatever we believe about this gets put to the test when someone posts a negative review about our business. How will we respond?
Here are a few tips for how to prepare yourself for when that moment comes, starting with…
What NOT to do:
- Don’t ignore it. Kind of like when your car makes a funny noise – you can’t just turn the radio on, or put a piece of black tape over the “check engine” light. Negative reviews aren’t fun, but pretending that they’re not there is not a solution, and may cause people to assume that the criticism is accurate.
- Don’t get defensive. The customer may not always be right, but you gain nothing by proving them wrong. Getting defensive often triggers a similar response in the other person. Online they call this a “flame war” (and if you’ve ever seen one in the comment section, you know that no one wins). Try to avoid that and look for ways to be more solution-oriented, responding calmly no matter how out of line you think the customer is.
- Don’t dismiss legitimate criticism. Before responding, take a minute to do a little self-examination – maybe the customer actually has a valid point. If you’re open to it, their feedback could help you address an area that needs improvement, in which case it’s better to just admit that you were wrong rather than to argue.
What to do:
- Own your responsibility. Success in business is not about avoiding mistakes – it’s more about what happens next. If you did something wrong, do your best to make it right – let the customer know you’re sorry they had a bad experience and that you hope they’ll give you another chance. Ideally your kind response (plus the offer of a refund or exchange if needed) will be what they remember most.
- Address complicated issues privately. While you do want to respond, the entire interaction doesn’t have to be on the review site (especially as you keep the customer’s privacy in mind). If you don’t have the customer’s contact information, invite them to reach you by phone or email.
- Beware of fake reviews. The review site might be willing to take it down (especially if it’s clearly a troll), but if not, let the reviewer know that you value all feedback and are committed to customer service, then politely inquire about the claim, and invite them to contact you directly to resolve the issue.
This whole conversation takes me back to a BOS Media podcast we did about “making negatives into a positive“. One of the quotes we highlighted was from Danny Meyer: “The road to success is paved with mistakes well-handled.” Just remember when negative reviews come, it doesn’t have to be the end of the story – show your company’s true colors in a gracious response, and be ready for lots more to discuss about reviews in the coming weeks!
Online Reviews and a Bunny
My daughter wanted a bunny. Christmas was coming up and she just couldn’t stop talking about it. She was doing some intense research on what type of bunny she wanted and where to get it. We were very hesitant. We didn’t know anything about bunnies and we knew eventually, we’d be taking care of it. So, we acted as though we weren’t interested in getting her a bunny for Christmas. We were so believable that she eventually stopped talking about it and moved on. She was sad.
Well, Christmas came and the last present left under the tree was a large gift bag. My daughter slowly walked over to it in her PJ’s and looked in. She screamed and immediately cried. Tears of joy flowed down her cheeks, she picked up and showed us the most adorable, furry bunny you’ve ever seen. It was a lop-eared bunny that she wanted and she named her…wait for it…Bunny.
I wanted to share that story before I got to what happened next. The Bunny loved our carpet. It had no flavor but she just loved chewing it up. Not sure why – is this what Bunnies do? Well, to make the long story somewhat short, we went online to look for a carpet repair company.
I don’t know about you but I know nothing about carpet repair. I don’t know what it takes, how much it costs and how they even do it. Where do they get the matching carpet to patch? How in the world do they repair what a cute little lop-eared bunny called Bunny has destroyed? So I immediately clicked on different carpet repair companies and started reading the reviews.
Do you do that too or is it just me? I clicked on companies with the most reviews and somehow felt that they seem to have social proof that they actually know what they are doing and are doing it well. They must be better than others since they have more reviews! Do you think like that too? I know having a lot of reviews doesn’t tell the whole story but they kinda do for me. Also, reading the reviews reveals so much about the company. How they work, their customer service, their culture, punctuality, friendliness, even what types of mistakes they make and what to look out for. Personal, legit reviews that people took time to write gave me enough confidence to make a call for carpet repair.
The company I chose was very responsive to my inquiry and answered all my questions quickly. When the repair was complete, he did something that I’ve never had anyone do. He sent me a before and after photo that he took of the repair. And then, he kindly asked me to write him a review if I was satisfied with his work. I told him Yes, since I am an entrepreneur myself and I know how important Marketing is. Of course, I would!
But then, I forgot. Life got busy and I quickly forgot my assignment. Something I actually would have loved to have done since I know the value of the reviews and that he did a great job…and I wanted to help him grow his business.
I got a text from him a week later gently reminding me of the review request. It wasn’t annoying, it was actually perfect timing and prompted me to write him an awesome review with the before and after a photo he sent me.
So, what did I learn? Two very important things about Marketing:
- Reviews matter. It matters a lot. Social proof is king. In fact, last year, 93% of customer read online reviews before hiring a service or buying a product. I know this is true because I do it myself. And I know you do too.
- Reviews don’t just happen by chance. There needs to be an internal process and flow that prompts your customers to write and makes it easy for them. If they are like me, they’ll also need to be reminded.
So, back to the Bunny. Was she the cutest bunny ever? Yes. Was my daughter the luckiest and the happiest little girl? Yes. Were we the best parents ever? Yes. Did we end up taking care of the bunny? Yes.
The real moral of my bunny story is, I honestly think this online review thing has got some bite to it. I think if we do it right, it can truly affect the way we engage with customers and exponentially grow our business at the same time. Journey with me with this online review series, I have so much more to share.
From Ordinary To Extraordinary
For this final installment in our leadership series, we wanted to highlight a leader who embodies all the leadership qualities we’ve discussed. Great leadership is not just about being in charge and having success – the real job of a leader is “moving from being responsible for the job to being responsible for the people,” even when that requires great personal sacrifice. The world desperately needs leaders like that right now.
As I think about the leaders who have impacted me – from teachers, to bosses, to all my heroes – there was one that stood out this week, someone who definitely belongs in the BOS Media Hall of Fame. His name is Jim Valvano.
If you have some time, the best way to learn about Jim Valvano’s leadership is through the movie Survive and Advance through ESPN+. It takes his experience as a college basketball coach, in particular in an unbelievably March Madness tournament run in 1982, and maps it with his own personal battle with cancer. “Survive and advance” became the story of his life both on and off the court.
If you don’t have ESPN+, you can get a glimpse into his story from this speech, when he was presented the Arthur Ashe Award for Courage on this exact date 29 years ago.
When I think about that speech, I always remember the simple advice he said would make every day successful. It’s summed up in three things:
- Number one is laugh.
- Number two is think – spend some time in thought.
- Number three, you should have your emotions move you to tears. “If you laugh, think and cry, that’s a heck of a day.”
Hearing this again, I thought about the BOS Media meetings we had this week, and the times our team got to laugh, think and cry together. It made me so proud to think of how we’re actually getting to live this out. This type of success really is so simple if we give ourselves time to make it a priority.
Which leads to my favorite story about Jim Valvano, which summarizes so much of who he was as a leader, as well as some of the most important values in my own life and work. It was a quote he heard at age 16 from Olympic Champion Bob Richards that shaped everything about who he would become:
“God must love ordinary people, because he made so many of us. Yet every single day, in every walk of life, ordinary people accomplish extraordinary things.”
Looking back at all the people Jim Valvano impacted, and his legacy as a leader, I think it all came down to one thing: he actually believed those words. He instilled that belief into people every time he walked into the room. As he said throughout his life, “the greatest gift you can give to someone is to believe in them.”
I hope you do something extraordinary today. But most importantly, I hope you’re a leader who believes the ordinary people around you really can be extraordinary.
What I Never Knew About Leadership
I always thought that in order to be an amazing leader and a successful entrepreneur, you have to be driven, ambitious, extremely creative, and charismatic. While some of that might be true and can definitely help…I am now convinced that great leadership and entrepreneurship rely on a very different set of skills:
People skills.
That’s the takeaway we’ve learned over and over as we listen to the best business leaders: Leadership is no longer about you – it’s about serving someone else. It’s not about how great you are or how well you get the job done. You are now measured by how great your team is and how well they are thriving and doing the work.
So let’s get practical. If you want to be a great leader in your organization, your title needs to change. From now on, think of yourself as:
Chief Goal Officer.
Instead of pushing to be that charismatic, driven, creative person who’s trying to get everyone on board your mission, think about THEIR mission. How can you help the people you work with find the best path for THEM, for what THEY want to accomplish?
The worst advice you can give someone is what YOU would do, not what they should do. You’re not them. The thing that works for you might now work for everyone. In fact, it could actually screw them up really badly.
So what does it mean to step into a new role as Chief Goal Officer? Here are three key elements:
- ONE WORD. It starts by getting to know your people – how are they wired? I’m not saying you’re going to understand everything about them, but start with this: What is their One Word? What is the core value that drives them?
- FIND THEIR AMBITION, If you know what’s motivating them, from there you can look to the future. What is the dream that they’re pursuing down the road? How can you help them get there?
- RUN A PARALLEL PATH. How can you connect their current work to the goal ahead? Make that path visible for them, and be a stepping stone toward their success. So many of us operate like we’re afraid to lose people when we should actually be celebrating – if we do this right, we get to be part of seeing a lot of dreams become reality.
As we wrap up, I would love to hear about what you think great leadership is.
- Who’s a great leader in your life?
- What skills do they possess?
- Why does that make you thrive in what you do?
Please share your thoughts with me and let’s keep learning together!
Everyone Loves An Optimist (But Not A Micromanager)
To truly understand this subject line, you have to take 12 minutes and watch one of the best leadership videos in the history of TED.
In the meantime, I’ll offer you a summary on behalf of all the optimists here at BOS Media: we believe things can be better when leaders step up and stop micromanaging.
Last week, we talked about the difference between a leader and a manager. In his TED talk, Chieh Huang gives a funny but sadly all too true definition of micromanagement:
“What is micromanagement? Taking great, wonderful and imaginative people, bringing them into an organization, and crushing their souls.”
“Crushing their souls” might sound dramatic, but he actually had the data to back it up. A study that followed 100 hospital workers over a 12-hour day found that their level of fatigue was not correlated with the amount of activity during their shift; the ones who felt the most fatigued were the ones who didn’t have control over their jobs.
Micromanagement wears people out.
But as we talked about last week, there is a risk that leaders must be willing to take if they’re going to graduate from being micromanagers. There is a chance that, on their own, people below you might fail more.
But ask yourself: is failure really the worst thing? It doesn’t mean we have to “celebrate failure,” but what if it’s a necessary milestone on the mission toward success? Most of the wisdom we gain over the years comes by learning from our mistakes – is it really so bad to let people have those experiences?
Chieh ultimately came to a realization in his conversion from being a micromanager – while the downside is people might fail more often, the upside is smart, imaginative people who don’t have their souls crushed might come up with new ideas that you would have never thought of. They might not do the job exactly the way you would have… they might do it better.
In the end, the only solution to micromanagement is: to trust.
Here’s to not crushing people’s souls!
Why Your Company Needs A Leader, Not A Manager
Have you ever had a job that you were just crushing? You were so good at it that eventually, you got promoted!! Well, congratulations! You are now a manager, managing people…which is fine, but soon, you’ll realize it’s an entirely different skillset AND mindset. Yikes!
Last week, we kicked off a new series about leadership. It comes after we took some time looking at the origin stories of some very successful companies. Almost all of them “started from the bottom” before reaching their goal; for this month, our question is: What did they learn when they got to the top?
One of the most important things to note is the TRANSITION that needs to occur between the bottom and the top. An executive coach I respect phrases it this way: “What got you here won’t get you there.”
Here’s how the leadership gurus understand it: Most people rise to the top by being good at their jobs. You go to school and get training so you can show up to work and be competent. If you’re good, you get promoted, which means you’re now in charge of the people doing the job you used to do.
And this is how micro-managers are born. The reason they’re over people’s shoulders making their subordinates feel like they can do the job better is because they can do the job better – that’s why they were promoted. But they haven’t made an important transition as they moved from the bottom to the top.
“What got you here won’t get you there.”
The real job of a leader is not being in charge. The real job of a leader is taking care of the people in our charge. That’s the transition that separates a leader and a manager – moving from being responsible for the job to being responsible for the people.
Here’s the challenge: this transition requires great personal sacrifice. It means when things go right, leaders give away the credit to others. When things go wrong, leaders take the blame and give the people whose mistake it was even more chances, even though the leader is the one with the most to lose.
The reality is, it’s easier to micro-manage, accept credit, and pass blame. But that’s not leadership – it’s what Lawrence J. Peter defined as the Peter Principle: when employees rise to “a level of respective incompetence.”
Managers might be able to do the job better. But they need to be able to look back and remember what it felt like to work at the bottom, and what a difference it makes when the people above you have your back. Leaders have made that transition and now create that environment for the people they’re responsible for.
Remember this statement last week? “People don’t leave companies, they leave bosses.” If you want to create a safe environment and culture for your team to thrive, don’t manage, lead. How? Care for your team, protect your team, fight for your team, trust your team, empower your team, inspire your team…that’s the new role that will serve you and your company well in the long run.
That’s leadership.
My Worst Boss Ever
A long, long time ago, I was a young dad with 2 little ones and working for a large company as an engineer. Five years into my employment, our company hired a new director to oversee our department. He was a sought-after, seasoned executive that came from our biggest competitor. He held secrets to our new success and was highly ambitious. We started doing some innovative research & design projects to revolutionize the way our product functioned and looked. He valued my input and seemed to like my work ethic and dedication to my job. These were exciting times.
Do you know what else was exciting? Our planned family vacation to Disneyland was coming up in a few weeks. We purchased the airline tickets and had the entire week planned out in beautiful and sunny Southern California! I couldn’t wait to see Mickey and Minnie and introduce them to my little ones.
Well, the two exciting events came to a crashing halt when he told me that my family might have to go without me. He told me this a couple of days before my vacation. He said he felt uneasy that I was leaving in the middle of our project and he would let me know for sure if I could go when he feels better about it. He dragged on making his decision to allow me to go on my vacation until just 2 hours before the flight. Can you believe that? While I was at work, my entire family was all packed at home, anxiously waiting and hoping for the approval to go. They weren’t going to go without me.
This type of controlling behavior from my boss continued for years. I can honestly say that he was the worst boss ever.
Have you heard of this saying? “People don’t leave companies, they leave bosses.” I believe there’s a great truth to that. I also believe that there are dream bosses who can be instrumental in your own personal growth and job satisfaction. They become unforgettable.
I love good leadership. I also despise bad leadership. Your mental health, your motivation, your productivity, your energy, your happiness, and your success can depend on who is leading you. So, how about we dedicate this month to learning to be good leaders? I look forward to sharing what makes a great boss and how you can positively impact someone’s life…forever.
Excited? Me too. Stay tuned…
When You Have a Dream But the World Says “No”
Vicky Tsai is the founder of Tatcha, a line of Japanese beauty and skincare products.
She might be the most unlikely origin story that we’ve heard about this month, because from the very beginning she was told by everyone there was zero market for her. In the U.S., American retailers claimed they had no demand for Asian beauty supplies, and even in Japan the products were viewed as old-fashioned, like something your grandmother would use. All she heard was NO.
Undeterred, she trusted what she had – a skin-care miracle called “blotting papers.” They’d been used for centuries by geishas in Japan to remove oil from their faces before and after putting on makeup, and all the geishas she’d met had flawless skin. She tried them herself after years of suffering from dermatitis – in just a few weeks of using them and some other related products, her face was healed. Once she ran out of her own supply, she searched everywhere and discovered that Kyoto was the only place where you could find them, and they had no interest in exporting them. Already under a mountain of personal debt, she sold her engagement ring to purchase 10,000 packs of blotting paper and the company was born.
For the next several years, the debt only got worse, and the “no’s” only got louder. Unable to afford rent, she was forced to run the company out of her parents’ garage, and repeatedly had to borrow money just to make payroll. Finally in 20217, her perseverance paid off – following years of growth that everyone had said would never happen, she sold the company to Unilever for a reported $500 million.
A few things I take away from Vicky’s story:
First, no matter what business you’re in, the name of the game is solving a problem. Whether it’s a problem you have (like Vicky’s dermatitis) or a problem you see for others, the biggest question is: what problem are you helping solve?
Second, don’t underestimate the power of learning from someone who’s different from you. Our own perspective inevitably will have blind spots – what if traveling to another country or listening to another point of view holds the missing piece to your puzzle? In Japan, it was an old-fashioned idea that nobody wanted, a gold mine hiding in plain sight that just needed a rebrand. Could the key to your dream be waiting in some other cultural context that you’ve never explored before?
My favorite part of all is just her refusal to take No for an answer. Even when the odds weren’t in her favor, she just kept showing up and finding a way forward. Part of me wonders if it all traces back to one of her first jobs working for Starbucks Corporate – at one point she was the lead on a massive initiative to launch Starbucks in China, pouring her soul into the job to ensure the campaign was a huge success. At the end of that year during her annual review, the VP gave her an evaluation of “Meets Expectations;” shortly after, she was like, “Nope, I’m out of here.” Like she already knew there was something more in her, no matter what negativity she heard from others.
I love the quote from Vincent Van Gogh: “If you hear a voice within you say ‘you cannot paint,’ then by all means paint, and that voice will be silenced.” As we wrap up this origin story series, what voices are you listening to? If you’re hearing a no to your dream, or if someone is looking at your best efforts and saying it “Meets Expectations,” I hope this is the year you go out there and prove them wrong.
Vision For 2022, And A Hunger For BBQ
David Anderson is the founder of Famous Dave’s, one of the largest BBQ chains in the U.S., with over 125 restaurants across the country.
Like many of the companies we’ve been examining this month, Dave’s origin story has a humble beginning. School was a struggle for him growing up – he was failing all his classes. Then a teacher came along and changed everything.
You would think that it was some BBQ chef who showed up and gave him some secret recipe, but it was actually an art teacher who made the biggest impact. One day, he set Dave aside to talk about all his failing grades. He said, “Dude,” (I’m paraphrasing here) “I know you are no good at school (including art) lol, but you have a very unique perspective in life. You see things differently and that’s going to take you a long way.”
Have you ever had a teacher like that?
For me, it was Mrs. Thomas my English teacher during my Freshman year. All of my teachers saw me as a troublemaker and a goofball who didn’t care much about anything. She thought I was actually funny and loved my writing. I was an energetic kid – and that energy expressed itself in other ways, like being the class clown. She just laughed along with the kids and allowed me to have my spotlight. She didn’t realize, I was already in training for all the relational connections through humor I would make through BOS Media! Who knew being funny would be an important characteristic in business?
That’s why I love Mrs. Thomas. Where other teachers saw a problem, she saw potential. The same qualities that I was using to disrupt class could also make me a leader.
It was a very similar shift in mindset that shaped Famous Dave’s life. For years, he tinkered with his own recipes for sauces and sides, before finally opening his first restaurant in the last place anyone would think to find a BBQ joint: Hayward, Wisconsin. But he trusted what he saw, and sure enough, the business started to grow.
Once the restaurant had become a success, Dave invested a lot of corporate money to train his employees – I’m sure he looked at them and saw himself at a younger age, just needing someone to believe in what they could become. His executive board was concerned about all this spending and confronted him, like “Hey, why are you training all these people? What if they take all this knowledge and LEAVE for a better job?” He chuckled and said, “But if we don’t train them, what if they don’t learn anything…and they STAY?”
It reminds me of one of my favorite quotes from Robert Kennedy: “Some see things as they are and say, why; I dream things that never were and say, why not.” What if we had that perspective about our own dreams for this year? Or more importantly, what if we had that perspective about the people around us? What might they become if we believed in them?
Here’s to seeing differently. And as Dave says, “May you always be surrounded by good friends and great barbeque.”