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getty Reviews are a powerful way to market a business. Be it a small entrepreneurial venture or a large Fortune 50 enterprise, testimonials coming from happy customers build credibility and help you sell whatever it is you sell. Reviews are not just found on retail sites such as Amazon, Walmart and Target, and they also go beyond Yelp, Trip Advisor, Facebook, Google, and similar apps and platforms. There are industry forums where customers from all types of businesses leave comments and write about their experiences. 1. Social Proof Builds Confidence – Vivarelli sums it up in eight words: "The business with the best online reputation wins." Reviews offer the proof that some customers need to move forward with their purchases. Customers rely on reviews, which research says can be even more important than price. 2. We Are in the Trust Economy – Positive reviews and comments from customers build trust. It makes social proof more important than ever. Having hundreds more reviews than your competition makes your business an obvious choice. People believe friends, family and other customers more than they believe you. Reviews provide a much louder and more persuasive voice in the marketplace. They create credibility. That turns into trust. This is what you need to move a customer from thinking about buying to taking action. 1. It's Not Important to Me – While accumulating ratings and reviews may be important to you, some of your customers don't view it the same way. Typical customers are too busy with their own lives to find the time to share their opinions. 2. Review Exhaustion – When is the last time you did business with a company that didn't send a survey and/or ask for a review? (That's a rhetorical question.) Sure, there are many that don't, but more and more businesses are asking customers to take time to share their opinions. Happy, loyal customers are willing to do so, but they too will experience fatigue. Just today I was asked to review or rate a restaurant experience, an Amazon purchase, my insurance company and a recent flight. And that was all before 9 a.m.! 1. The Law of Reciprocity – Starloop discovered a way to get people to write reviews. Give them a compelling reason. Do something nice for them, and they will do something nice for you. For example, Starloop has a program in which it plants trees for each online review its clients receive. For people who are concerned about sustainability and being "green," this is a very nice gesture. Note that more and more customers want to do business with brands and organizations that are behind a cause or are involved with the community. Recognizing the power of the review or rating is the first step. Then, it is time to put a tangible strategy in place. You now have several reasons to focus on the ratings, and you understand at least two reasons customers may not leave a review. But you also have four tactics to get your customers to act. You can't leave it to chance. You have to ask the customer at the right time, with a compelling reason, and if necessary, remind them. If you want your review strategy to be a success, don't leave it to chance! camera bag cyber mondaydesigner bags black friday