Let’s update a classic hit.
Back in 1965, Otis Redding released the single “Respect.” The song hit #35 on the pop charts. Aretha Franklin recorded her version in 1967. She changed the gender of the lyrics and added backup singers, Muscle Shoals guitar riffs, and sax solos. It went to #1. In 2021, Rolling Stone named “Respect” the #1 Greatest Song of All Time.
Now, let’s update the testimonial letter. It’s time to progress to Google reviews.
Forbes reminds us that 87% of people believe in and use reviews to do business. Look at how much time and attention is being paid by your won clients to getting reviews and marketing them. Let’s do the same for ourselves!
Long before Google reviews, I would ask my clients to write me a letter about their campaign’s success on my stations and how they felt I helped them. Often though, I wrote it, they signed it, copied it to their stationary, and carried it with me to show prospects. It helped, because it made sense.
Until the early 1990’s, sending and receiving letters was common. Once the internet caught on by 2000, we weren’t writing letters so much. We have adapted and improved.
Here’s why you should prioritize getting Google reviews and some tips for effectively doing it.
Why do Google reviews matter?
When building your sales brand, Google reviews are essential to your online presence. When a prospect starts searching your name or your station, don’t you want that to be one of the things they read?
And, yes, negative reviews are bad! Make sure you ask your successful clients for reviews! Positive Google reviews can help you attract new clients and build trust before they even reach out to you.
How do I get reviews?
Ask for them! When you finish a successful campaign, email your client thanking them for their business and asking if they would be willing to leave a review on Google. Be sure to include a link to get it done. Ideally, it should link to the Google My Business page you created.
- Make it Easy: Show them other reviews you have received. Create a few yourself. A good review should cite results, ease of doing business, tactics, packages purchased, reactions to production values, etc. Include clear instructions in your email and offer to help them in person, via Zoom, or over the phone.
- Back scratch: Offer to do a review for your client if they do one for you. Since you only ask successful clients, you won’t violate Google’s policy about incentivizing reviews. And, if you are doing a review for a client, hopefully, you can comment about their strengths or offerings even though you may not have purchased anything.
What do I do with my reviews?
Be responsive. When you receive a review, respond to it. Be sure others see you take feedback seriously and are committed to providing excellent service.
Thank them for their feedback, and answer any issues or concerns they may have raised. I think it’s important for reviews to have at least one thing the client wants to see improve so it is more authentic.
Google reviews can be essential to your online presence as a radio salesperson. They are crucial to getting new clients and can produce inbound leads. Anything we can do to build trust with prospects is a good thing.
You deserve some R-E-S-P-E-C-T!!
Jeff Caves is a sales columnist for BSM working in radio and digital sales for Cumulus Media in Dallas, Texas and Boise, Idaho. He is credited with helping launch, build, and develop Sports Radio The Ticket in Boise, into the market’s top sports radio station. During his 26 year stay at KTIK, Caves hosted drive time, programmed the station, and excelled as a top seller. You can reach him by email at jeffcaves54@gmail.com or find him on LinkedIn.
