B2B Monday Myth: B2B Buyers Don’t Read Reviews
by MGB2B
The Myth: B2B buyers don’t read product reviews.
The Truth: Reviews are an important part of the B2B buying process.
Whether choosing between restaurants or the right brand of jeans to buy, you have probably consulted a review site at some point before making a purchase decision. As a buyer of consumer products and services, there are plenty of review sites at your disposal. The same is true for B2B buyers. The use of review sites during the B2B purchase process is on the rise. When evaluating a list of vendors, 55% of buyers said that B2B product reviews are critical to their final decision. The same study reported that B2B buyers are increasingly relying on feedback from their peers and colleagues when making purchase decisions. In fact, the percentage of B2B buyers who identified peers and colleagues important resources more than doubled from last year. How can you make these trends work for your company?
Here are 3 ways to earn more B2B product reviews, and make them work for you:
- Make the review process easy. Coming out of a positive buying experience, most customers would be happy to provide a good review of your product(s) and company. But if they can’t figure out where to post a review, or if your own built-in review portal is not user friendly, you could lose out on valuable insights that could lead to more sales. Toward the end of the purchase process, let your customers know where they can review their experiences, whether it’s on an outside platform like VendOp or on your own site.
- Respond to reviews right away. Whether positive or negative, reviews deserve acknowledgement. Responding to B2B product reviews within a day of when they are posted is a good way to not only preserve (or mend) customer relationships, but it can also create good experiences that your buyers can share with peers and colleagues. Plus, if your comments are published publicly, others may be encouraged to provide feedback, knowing that you are listening.
- Highlight reviews on your website. Your customers and prospects are actively looking for reviews as they evaluate possible vendors. Make your reviews easy to find by adding them to your website, and refreshing them when possible. In essence, these are mini-case studies that can both help your prospects with the decision making process and recognize your customers.
For more tips on making B2B reviews work for you, check out this post. Happy Monday!
Yup… Sometimes Business products and User Reviews are mismatching between them. So B2B Buyers don’t believe and read reviews.
Chandru from Bizbilla – B2B portal