The Trial Lawyer Fall 2017 - Page 25

1. In some cases, customers may be just too busy and feel they don’t have the time or ability to go out of their way to post a review. Eventually, they completely forget that they said they would be happy to do it for you. 2. Depending on the demographic, economic and lifestyle of your customer base, some practices work with clients whose age, social circles, ethnicity and other influences may make it more difficult to secure more positive reviews from them.  3. Some businesses or services are simply not as easy to review as others. Many customers may want to be more discreet about when they used your services. For example, a client may not want to publicly proclaim they just won an award for a failed medical procedure they underwent; or people may not share that they needed a lawyer. Some industries are just not as reviewable as consumer products, retail stores, or restaurants, where customers are all-too-eager to go out of their way to share their experience. 4. Keep in mind; we are in an increasingly transactional and high-consumption society where customers may feel they have already paid good money for your “higher quality” service. They might not feel indebted to you, or believe that they owe you anything more. 5. Your service or results may be satisfactory or even good, but it just didn’t “wow” them. In some instances, clients may be satisfied enough to come back and even privately refer your practice, but not overwhelmed enough to publicly stake their reputation on your behalf. 6. Many consumers operate in a “herd” mentality. If your practice does not have a large number of existing reviews already, some customers may feel uncomfortable stepping into the limelight to express their opinion, “be the first to review,” or risk being proved wrong later. In some cases, it may be harder to start getting reviews, but the process gets easier and more effective as you gather more reviews. 7. In some cases, like Yelp, your customer may have posted a review, but because it may be their first time or they review so infrequently, the post they did for you may be suppressed or filtered. 8. Amazingly, many attorneys and firms still feel they are “above” asking clients to share their experience in the form of reviews, or do not have established processes, systems or protocols to consistently get the request out in a timely fashion. 9. Some firms still rely exclusively on handing out printed cards to customers with instructions on how to post a review. In many cases these cards never make it to the client’s computer or are too inconvenient for them to initiate the process.  10. However, the most common and important reason customers don’t post a positive review is that you, the firm, or your team, don’t have a strong personal connection with your clients. People only go out of their way to help people that they truly like and want to succeed. Handing them a card with instructions or a passing request in conversation alone probably won’t be enough to induce clients who have little or no personal rapport with you or your team into sharing an online review.  Now that you know a number of reasons why happy clients may not post positive reviews for your firm, don’t simply accept it and give up. What can you do to reduce or eliminate these barriers? Six Tips To Get More Positive Reviews #1 — The most important outgrowth of reviews is that it forces businesses to get better at not only meeting, but exceeding your clients’ expectations. Attorneys and their teams need to find ways to continually “step it up” and find ways to “wow” and awe customers. Creativity, sincerity, consistency and results go a long way in stimulating more positive reviews. #2 — Communication is the most frequent complaint for negative reviews. Make sure it is your firm’s strength and a differentiator. Develop communication and rapport- The Trial Lawyer x 23