Anyone can post a review about a company’s products or services. They don’t have to say whether they are a customer of the company.

And reviews count.

According to a survey by Cone Communications, up to 80 percent of buyers say they change their minds based on reviews.

It’s no wonder that some businesses have their own people post glowing reviews about products and services. And it’s not unusual to have a competitor or a troublemaker blast a company or product with negativity.

But it can be painful when a small business with a small customer base finds a bad review on its website.

Bad reviews do affect sales. But, surprisingly, not always negatively.

According to the Harvard Business Review, good reviews increase business across the board from 32 percent to 52 percent. Bad reviews cause an average drop of 15 percent.


For unknown or little known businesses or sellers of obscure products, there is some evidence that a bad review is still good enough to let more people know about the company. Sometimes it even helps sales. An example, from the Harvard study by Jonah Berger, is a wine that one reviewer said smelled like stinky socks. Sales spiked.

If you think a review is hurting your company, you can do a few things:

  • You can contact the reviewer, solve the problem, if necessary, in exchange for a refund.
  • You can often reply to a reviewer (don’t get personal) and state your case.

According to, it is actually good to have some negative comments, especially if the negative comments reflect a buyer’s personal taste. They didn’t like the fabric, for example. Well, others might.

Reviews can be faked, remember.

According to experts at Bottom Line Personal, you can generally trust a product or service review if there are about 50 reviews on the site.

Reviews that constantly give high praise but few details are probably fake. Others that repeat the same phrases are also probably fake.

So how do you get more online reviews?

Every company wants more online reviews. Not only does this help in persuading potential clients, but it also helps with web ranking.

The issue is, that it is cumbersome and awkward getting clients to go and fill out online reviews…..


If you would like to get more online reviews without having to physically request them CLICK HERE and schedule a FREE Strategy Session.