Did you know that 87% of potential customers decide to buy from you before even landing on your site?
Because while your website might seal the deal, it's the Google reviews that get them through the door.
So if you're not leveraging those 5-star reviews, you're practically handing your competitors your marketshare.
Phil Risher, founder of Flash Consulting, knows this firsthand. He catapulted the revenue of a $3 million air duct cleaning company to $5-6 million and tripled their profit margin.
A key part of his strategy? Google reviews. With Phil's guidance, the company went from 36 to 3,200 Google reviews. So, let's dive into his top five tips for leveraging reviews and driving business growth.
When someone recommends your cabinet-making business, what's the first thing potential customers do?
They plug your name into Google. And what do they see? Your Google business profile.
But if you've only got a handful of reviews from two years back they can start to doubt your credibility.
In sales trust is currency, and Google is the bank.
Customers trust Google's recommendations, and if you're not on Google's radar, you might as well be invisible.
But it's not just about today—it's about the next ten to twenty years.
As technology evolves, so do consumer habits.
Voice search? Smart home devices? They're the future.
If you're not building authority on Google now, you'll be left in the dust when the smart fridge starts recommending cabinet makers who do.
It might not seem catastrophic today, but fast forward five years, and you'll find yourself drowning in a sea of competitors with hundreds of glowing reviews.
Don't let your business become yesterday's news.
Start collecting those 5-star reviews today, or risk getting left behind in the digital dust.
Phil Risher shared how a landscaping company in New York skyrocketed from zero to 63 Google reviews in just two weeks.
The first step to garnering Google reviews was setting up a Google Business profile.
The key to their success?
They shared their custom review link with everyone, from vendors to family members.
So, who should you send it to?
Anyone who's had a positive experience with your business, whether they're a customer, partner, or acquaintance.
Your team is your greatest asset in building your online reputation.
Phil suggests motivating them to request reviews from satisfied customers.
So, at the end of the service, instead of just packing up and leaving, your installers can make a simple request:
"Hey there, we hope you're happy with the work we've done for you. Would you mind taking a moment to leave us a Google review? It would really help us out and let our boss know that we're doing a great job."
This little script sets up an “us versus them” dynamic where the customer is now thinking:
"This guy came out and fixed my cabinet, and their boss is going to check if they did a good job. Of course they did a good job. Let's tell the boss how great they did.”
And so now you're giving that person a chance to compliment the field person.
To make things even easier, you can create QR code cards that link directly to your Google review page.
You can hand these out to your clients or even attach them to your contracts or service agreements.
You can also incentivize your technicians to actively seek out those reviews.
So, for every review that mentions their name, they earn $10. It's a simple yet powerful motivator.
Or if you want to encourage teamwork, you can set a collective goal. For example, once you reach 50 Google reviews, everyone gets a $100 Amazon gift card or a team lunch on the house.
By aligning your team's incentives with the company's goals, you create a win-win situation.
Your technicians feel motivated to deliver top-notch service, your clients feel valued, and your business benefits from a glowing online reputation—all thanks to a simple ask.
Rally the entire company behind your goal of acquiring Google reviews.
This means involving everyone, from customer service representatives to office managers, to shop personnel.
Everyone can take simple actions that add up - like stapling a review request to an invoice for example.
You can also align incentives with your team's values and beliefs, whether they're rooted in faith, community service, or anything else.
So instead of monetary rewards you can reward your team by values-based rewards.
Upon hitting review goals you can fund charitable initiatives, support local schools, or serve your community in meaningful ways.
Whether it's sandwiches for the homeless or mission work, the possibilities are endless when you unite behind a shared vision.
So, getting the entire company on board with your review acquisition efforts isn't just about numbers.
It's also about elevating your purpose beyond money.
What gets measured gets done.
Without a structured tracking process in place, it's easy for review acquisition to become just a "flavor of the month."
So you need a system that sustains your review generation efforts over the long term.
Take, for example, the company that skyrocketed from 36 to an impressive 3,200 reviews.
Their secret?
Rigorous tracking.
If you walked into their break room you would see a thermometer-like chart displaying the number of reviews amassed.
It's a constant reminder for employees, fostering accountability and a sense of shared responsibility.
But tracking reviews isn't enough. You must also ensure that everyone in the company is aware of your progress.
That's where simple systems come into play like a daily update on the whiteboard where employees clock in.
The point is you can't let the review acquisition to fade into the background.
That means regular communication about it is essential…
Whether it's during huddles, toolbox talks, or safety meetings, keep the conversation alive.
Celebrate milestones, address challenges, and keep the team engaged.
The frequency of tracking depends on your business's pace and scale.
For those handling fewer projects, a monthly review may suffice, while fast-paced operations may require daily or weekly updates.
Tracking your review acquisition isn't just about numbers - it's about accountability, transparency, and keeping your team’s collective eye on the prize.
Number five on Phil’s list is an absolute home run:
Recognizing and rewarding your top performers for securing reviews.
For example, the air duct company that went from 36 to a staggering 3,200 reviews did this:
When someone racks up 10 reviews they get a $100 gift card - but more importantly they also get a spot on the break room wall.
Imagine a worker walking in and seeing their name in lights proudly declaring them a "10-Star Technician" with a hundred Google reviews under their belt.
It can be a powerful incentive.
Recognize your top performers, stick to your guns, and track your progress relentlessly.
With these strategies in place, you’ll be well on your way to achieving greatness—one review at a time.
Negative feedback can rear its head when you least expect it.
Let’s say you're starting from scratch, with just a few reviews to your name.
Then, suddenly, a lone one-star slam appears. Not the greatest way to kick off your review journey, right?
But fear not. Phil has a 5 step playbook for handling these situations as well.
Step #1: Reach out to the customer
When faced with a negative review, reach out to the customer promptly.
By demonstrating a genuine willingness to rectify the situation, you can often prevent further escalation.
Step #2: Respond to Negative Feedback
It's crucial to respond to negative reviews with professionalism and empathy.
Avoid getting drawn into heated arguments, as this can reflect poorly on the business.
Step #3: Provide Context
Transparency is key when addressing negative feedback.
Cabinet makers should provide context and explanations to help potential customers who are reading the reviews to understand the situation better.
Step#4: Discredit False Reviews
If a review is demonstrably false or left by individuals who aren't genuine customers, you can challenge it by reporting it to Google.
Providing evidence to support your claim can increase the likelihood of having the review removed.
Step #5 Handle Irrelevant Reviews
Reviews unrelated to the business's services, such as those stemming from a traffic incident involving a company vehicle, can also be addressed.
Reporting such reviews to Google with evidence can lead to their removal.
If you can designate a specific team member to handle review responses.
Also keep in mind that success isn't about racing to 1000+ reviews —it's about steady progress.
Your rivals have different review counts—some higher, some lower. But here's the thing: even if you just get one review a month, it adds up fast.
Think about it. If you have 10 reviews now and get one more each month, you'll have 22 by the end of the year.
It's all about taking small steps forward.
So, instead of stressing about hitting a big number right away, focus on building up reviews gradually. Every review helps boost your business's reputation.
Success isn't about instant results—it's about the journey of steady improvement. So, take it one step at a time, and you'll get there.
For a more in-depth conversation on using Google Reviews to turbo-charge your business make sure to tune in for the full Cabinet Maker Profit Systems podcast with Phil Risher.
Show Notes:
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