Businesses and organizations that don’t spend a lot of effort on gathering reviews and testimonials from previous clients are really missing out on a fantastic sales resource. A 2015 study by Zendesk showed that 90 percent of those polled said customer reviews made a major impact on their buying decisions. If that’s not enough to convince you to start seeking more customer feedback, here are five more reasons reviews are worth the effort:

1  Potential clients want them.

They are less likely to move forward with a purchase if they can’t get feedback from other customers.

2  They show you care.

Potential customers see that you took the time and made the effort to follow up with previous clients to gauge their satisfaction with your product or service.

3  Reviews establish trust.

Buyers want to know that others have worked with you and had a good experience doing it.

4  They help you get better.

Even if you get some not-so-glowing feedback from a customer, you can use that information to improve your process, product or service.

5  Find your champions.

Keep any eye out for customers who always give you high ratings, then establish a relationship with them. These brand champions are great partners in spreading the word.

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