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Getting Your Message Heard

One of the advantages of modern technology is that it is easy to get your information out the masses very quickly. The downside to this is that there is an overabundance of data everywhere we turn, so our message can get lost in the crowd. Here are some tips on making sure your message is heard, received, and acted upon.

Focus on the customer, not on your product. People respond well to others taking a sincere interest in them. Keep this in mind when designing your marketing material, updating your social media presence, and interacting with others face-to-face. For example, instead of posting a Facebook status centered on your product or service, write one that requires comments from others about something in their lives. “Nothing better than a morning jog after I’ve had my XYZ Protein Shake. What a boost of energy! What do you drink in the morning before a workout?” This status mentions your product, why you love it, and asks others to respond to a question. It also allows them an opportunity to ask about your product, especially if they share your interests. When people are talking about themselves, they don’t feel as if they’re being “sold to” and are much more open to listening to your message.
Not interested? Say thanks and move on. If you have presented your product to a customer or your opportunity to a prospect in an effective way and he or she is still showing no interest in your message, accept their response and move on to your next task. It does not pay (literally!) to waste time, energy, or materials on someone who is not interested. Not every product or opportunity is for everyone. For example, when talking to a guest at a home show about your business, you ask to make an appointment with them to discuss your opportunity. The guest replies that she already works full-time at a job she loves and is stretched pretty thin between work and family. Instead of pressing on to get that appointment, accept that she is likely not the right person to pursue, thank her for coming to the home show, and continue with business at hand. Getting your message heard has as much to do with listening to others as it does talking to them.
Make it about customers’ needs. Part of selling involves educating customers about why they would need your product. At a recent gathering of other health-conscious individuals, a direct seller of nutritional supplements found himself in the company of someone who follows a vegan diet (consumes no animal products). This person was unknowingly depriving his body of probiotics (good bacteria) needed to break down bad bacteria since he cut out all dairy (yogurt, cottage cheese, etc.). The direct seller was able to teach the client about the importance of probiotics and what his company’s probiotic supplement line could do for his health. This approach is requires a good deal of preparedness and listening skills, but can be very effective in getting your message across to others.

People are inundated with all kinds of messages throughout their day. Make sure yours is heard by focusing on the customers and their needs. How do you get your message heard? Please share your ideas below!

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Questions to Improve Your Business

Running any kind of business requires a lot of self-awareness and self-reflection. Self-awareness helps us use our strengths to their fullest potential and minimize our weaknesses, while self-reflection allows us to improve upon past mistakes. In order to tap into these two qualities and improve your business, ask yourself the following questions to focus your energy in all the right places.

What do I do best? Perhaps you have a unique way of making people feel comfortable, getting them to talk about themselves, and leaving a positive memorable impression on them. Harness your strengths into selling power for your business. Make it a point to chat up as many guests at a home party as possible, and conduct your networking opportunities face-to-face when you can. Whatever you happen to be good at, find a way of incorporating it into your business because you’re not just selling a product; you’re selling yourself.
What is my product’s best solution? The product or service you sell must be the solution to a customer’s problem. Most likely, it has several uses. Decide which is most valuable and desirable for consumers and emphasize it in your demonstration and marketing efforts. For example, your company’s line of educational books for children comes with a trade-in program for customers who make at least one purchase every six months. This solves the all too common problem of children’s rooms being overfilled with books they’ve outgrown. Such a unique and valuable solution to a problem plaguing most parents should definitely be one of the first things a customer learns about your product, as it sets it apart from competitors.
Where are most of my sales coming from? This applies to both your demographic and your method of sale. What is the profile of the customer who is buying the most? (Businesswomen between 25-45 years old, mothers of young children) How are those sales being made? (online, at a home show, through referrals) Analyzing your sales will help you maximize your marketing efforts so you get the greatest return on your investment. It will also reveal any dead-ends you may have been unknowingly pursuing.

You’ve asked the questions; now what do you do with the answers?

Make the best use of this information by creating an action plan. Set a goal (be specific with numbers and deadlines), create benchmarks, plan rewards for yourself, and map out your path to completing the goal. If your goal is to implement a target marketing campaign, use the information you have about your strengths to come up with a way to execute the plan. Identify the solutions your product provides in order to hook your target market, and plan sales methods that will reach them. Now your business approach is based on proven information about just a few elements which are essential to improving your business.

Being aware of yourself and being willing to reflect on past actions are two qualities that can make you a strong business owner. Remember to always be honest with yourself about the answers to these questions, and commit yourself to putting your action plan into effect. What questions do you think should be added to the list? Please share your ideas below!

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Why Price Doesn’t Matter

Whether you’re making a big purchase like a new car or a small one like a jar of baby food, there is a variety of factors to consider besides how much something costs. Like virtually all direct sellers, you really cannot control the price of your products, but successful salespeople know how to think like a customer. In doing so, you can showcase those other factors that most likely outweigh price.

The product is a solution to a problem. You’ve probably heard before that you should be educating your customer about the benefits of your product and how it can solve a problem. For example, a businessman who travels frequently wants to improve his diet, but finds it very difficult to do so on the go. Your company’s individually-sized protein powder packets can easily be mixed into a bottle of water and supplemented with whatever else he happens to be eating at the airport or in the hotel. This convenience may come with a higher price tag, but in this case, the benefits far outweigh the cost.
Present a good value. Customers are always in search of a good value. As a representative of this product, it’s up to you to know what the product’s overall value is and how to share that information with your customers. In the example above, the product offers convenience and nutrition, two things that contribute to its value. Find out what the customer is looking for, since value can be perceived differently by everyone. Aside from the protein powder’s nutrition and convenience, it also mixes well and pours easily out of the packet to eliminate messes; most people would rather pay a bit more for a product that suits their needs in so many ways. Everyone wants to get the most value out of a hard-earned dollar.
Know why you have a competitive edge. Knowing what your consumer wants and needs is important, but it’s also important to know what your competitors are offering. It’s not uncommon for a customer to say, “But the XYZ company has this same kind of thing for a lower price.” Such a statement can make or break the sale, depending on how prepared you are to respond. Your customer may not realize that the competitor offers an inferior guarantee or that its product is made from lower quality materials. Educate yourself about not only your product line, but also how your company competes with similar products and prices.
Offer peace of mind. Because there is some degree of risk involved in making any kind of purchase, you want to be the one to minimize that risk and offer peace of mind to your customer that he or she is making the right decision to buy from you. Of course you want to emphasize any guarantee policy that your company has in place, but you should also emphasize the quality of the product and your commitment to satisfying the customer. Let’s say at a home show, one of the guests is visiting the hostess from out of state and is worried about the hassle and cost of having to make a return or exchange. Offer to cover the postage and personally take her through the process if she needs to send something back. With someone’s biggest concern no longer an issue, the sale can easily be made.

The price of a product is only one of many factors that contribute to a customer’s decision to make a purchase. With a bit of research and preparation, you can be sure to overcome any obstacles you feel the price point has created when it comes to closing a sale. How do you show your customers that price doesn’t matter? Please share with us below!

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Effective Sales Calls

Effective Sales Calls

Making sales calls are a necessary part of your business, though for many people, it is one of their least favorite things to do. We are sometimes hindered by a fear of rejection, but by implementing a few suggestions and preparing well, you will find your sales calls to be much more pleasant and effective.

Use referrals. When making your list of contacts, use your referrals as a starting point. You already have an opening when you make the call by telling the customer who referred you; this can even lead to a bit of small talk that will put the person at ease. For example, “Jane Woodson referred me to you. Our sons play on the same baseball team, and she mentioned that your son is on the team as well? How is he enjoying the season so far?” Using referrals can help you take a genuine interest in your contact, which will motivate them to listen to your pitch.
Offer a good value. This can be a bit tricky, as value is perceived differently by different people. However, as long as you are knowledgeable about the benefits of your product or service and how it compares to others, you will be able to demonstrate its value in ways other than price. For instance, if a product you carry has similar features to a competitors’ but is more expensive, point out that it is made from higher quality materials, that it comes with a lifetime guarantee, or that the customer can try it risk-free for 60 days. Whatever the incentive, always be clear in emphasizing a product’s value.
Provide solutions. Most consumers are seeking certain products that have a purpose in their lives. What solution does your product provide for a customer’s problem? Reflect on your own experiences to help you answer that question. One consultant for a jewelry company first fell in love with the product line because it allowed her to take her outfit from the office to an evening out by simply changing out one necklace for another or clipping an extra piece onto her bracelet to make it sparkle for her night out. This may not be a life-altering solution, but it is a common one that most women would love to know about. Be the answer to your customers’ problem.
Know your client. A client never wants to feel as if he or she is just a number on your list of calls to make. Tailor your calls to be specific to each person; this doesn’t mean that every single call will be different, but it does mean that you have done a certain amount of preparation for the call so that you can appeal to a client’s unique need. You wouldn’t have the same conversation with a repeat customer that you would have with a prospect you’ve never met or done business with. Take a few minutes to find out something about each contact before picking up the phone. Often that research can be done when receiving the referral.
Anticipate objections. Sometimes you will encounter one or more objections to what you are trying to sell. Before making a call, prepare a list of possible objections and decide how you will respond to each one. You will not be able to anticipate every possible objection, but having a good idea as to how you will handle them can be useful in helping you overcome objections and make the sale. The more prepared you are, the less likely you are to be caught off guard without knowing what to say.
Use scripts wisely. Writing a script is a great way to get started with sales calls. You can literally map out your ideal conversation, and then using the suggestions above, prepare yourself for the many different turns the conversation may take. One thing to be aware of, however, is not to sound like you are reading from a script which can sound extremely impersonal, and may cause a client to either tune out or cut the call short. Use the script as a guide only; know what you are going to say and speak in a natural, conversational tone.

Do you have any tips to share for making your sales calls more effective? Please share them with us below!

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4 Rules for Business Growth

Do you remember running the 50-meter dash as a kid in gym class? The task was simple: run as fast as you can until you reach the end. Your direct sales business, however, requires a much different approach, one more similar to running the mile; you need endurance, stamina, and a view of the overall task in order to succeed. Growing your business should always be a super-objective you are striving to achieve to stay ahead of the competition, evolve with the industry, and know how to satisfy your customers’ needs. Read on for some suggestions to grow your business for the long haul.

Educate yourself on current trends. You should make it your business to always be aware of where the industry is headed; the last decade, for example, has found the direct selling industry rife with change. The focus has shifted from building face-to-face relationships exclusively to combining those efforts with building online relationships as well. In addition to this virtual internet takeover, the economy has also played a major role in how direct sellers operate their businesses. Did you know that an economic downturn can actually benefit the industry? Always do your research to stay on top of what is happening with the direct sales industry as a whole, not just your particular company.
Evaluate your ideas and seek improvement. This is especially true if you have been working your business for a long time. You most likely have some tried and true methods of marketing, demonstrating products, and recruiting prospects for your downline. Make sure you periodically self-evaluate what you’re doing and continually be on the lookout to better your own ideas. Get feedback from your upline, your customers, and your network. The best way to grow your business is to be a perpetual student; never stop learning.
Take calculated risks. Risk-taking is a necessary element to any business, but since you are ultimately responsible for the consequences, both good and bad, of those risks, really weigh the pros and cons before making the final decisions. When faced with a decision about your business, take into account not only the financial implications, but also those that may affect other aspects such as your reputation, adherence to your company’s policies, or your ability to provide top-quality customer service. While we certainly cannot look into a crystal ball, the key to risk-taking is to be educated enough to make an informed, well-thought out decision.
Brand and market yourself. You are likely one of thousands of direct sellers representing your company. What sets you apart from other consultants? What benefits would a customer reap by choosing to work with you instead of the representative across town? Focus your efforts on becoming an expert in your field, and market yourself as someone who is passionate not just about the products themselves, but what they can do for others. If your company sells products that are environmentally-friendly, your prospects and customers should know why this is such an important issue for you. What is your connection? Why did you choose to do this as your way of earning a living? Decide what makes you unique and begin building yourself into a brand to differentiate yourself from others.

A successful direct sales business is within your reach; look at the big picture, continue developing your talents and skills, and make informed decisions about where to focus your professional efforts. What are some tips you have to add to our list? Please share them with us below!

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6 Ideas to Increase Sales

Working as a direct seller requires you to wear many different hats: sales representative, party planner, marketing executive, administrative assistant, etc. It can be easy to get sidetracked with all of these responsibilities, so it’s important to remember that the bottom line of your business comes down to sales. Even if you have built a substantial downline, many direct sales companies require you to meet a minimum number in sales every month to earn your commission.

Here are some tips on how to increase sales.

Cross-selling is recommending related products that complement others that have already been purchased or are being purchased at the moment. Your customer is likely unfamiliar with your entire line of products, so introducing something that might be of interest based on past purchases can increase the amount of that sale. Using this technique repeatedly can quickly add up. For example, if a customer is buying a baby lotion that is specifically designed for sensitive skin, direct him/her to your company’s line of products that are hypoallergenic and free of unnecessary chemicals. Besides the lotion, the customer may wind up walking away with body wash, diaper cream, and sunscreen as well. As an added bonus, you’ve also demonstrated your attention to the customer’s specific needs, which will make him or her want to buy from you again.
Best value quick sale is offering products/services that give customers the best value for their money and are ready for immediate delivery. Especially for new customers, this will establish that you’ll sell them products/services of high quality at a reasonable price, and give them instant gratification.
Business referral exchange program. By partnering or teaming up with other businesses or consultants in your area, you not only generate more brand exposure, but increase sales. Create relationships with other businesses that compliment your products/services where you recommend each other’s services/products and may consider offering special promotions for each other’s products/services to your customers.
Personalize appointments by offering to meet with people face to face and set up private appointment. It gives you a chance to be more social, develop a relationship and explain the advantages of your products/services related to the customer’s needs.
Create contests or promotions to market your products. Whether your company has a featured product for the month or if you have some excess inventory you’d like to unload, contests are a fun and effective way to draw attention to certain products and make them stand out from the rest. With spring almost over and summer close upon us, it might be a good idea to get a jumpstart on your summer-related products with a raffle. For every dollar your customers spend on beachwear in the month of May, for example, they will receive one entry into a drawing for a family-sized beach tote filled with goodies for the kids to enjoy while playing in the sand this summer on vacation. Specific promotions like these allow you to control what products are highlighted, draw focus to featured items, and give customers the opportunity to purchase something now that they may have held off on by offering them a fun incentive.
Reward your customers by implementing a referral program. In direct sales, word-of-mouth goes a long way, especially when there is a lot of competition. Make sure you have some way of learning how each new customer found you: you could ask them when making a transaction face-to-face, create a space for it on your order form, make it a question on a post-purchase web survey, etc. Every time a customer refers you to someone who in turn becomes a customer, reward the original customer to show your appreciation. Some consultants make their own rewards cards a la Subway, while others give away vouchers, coupons, or free gifts. Whatever you decide, make sure you always follow through and that your customers, especially the new ones, know that such a rewards program exists.

Increasing sales requires planning, creativity, and knowledge of your company’s product line. Focusing on your existing customers is a great place to start, and always make sure they know that you appreciate their patronage and that you will always do your best to make them satisfied and happy they chose you.

What other ideas do you have to increase sales? Please share them in the comments section below!

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Simple Ways to Add Value to Your Business

In this economy, it has become the norm for consumers to seek out products and services that will bring them the most bang for their buck. In other words, everyone is looking for the best value. Even an everyday trip to the grocery store involves a search for the best value; why buy three individually packaged rolls of paper towels for $3.00 each when you can get a 6-pack of the same kind for $14.99? As a small business owner, it is important to add value to your own products and services, so your customers are assured that they are making the best decision by patronizing your business.

Problem: A higher-priced product is perceived as too expensive and rarely sells.

Solution: Highlight the versatility of the product, and educate customers on its many uses, some of which they may be unaware. For example, a cashmere blend sweater wrap in your company’s catalogue is one of the priciest products at $79. Most of the customers who see it and try it on absolutely love it, but don’t want to spend so much on one article of clothing. Add value to the product by highlighting its ability to be worn on its own, as a wrap over a dress or blouse, tied in front or in back, etc. You may also point out that because of the high-end fabric, it will last many years and serve as a staple in one’s closet. Once all of that is considered, the price does not seem so high.

Problem: Most people don’t patronize small businesses because they don’t think they can offer the same conveniences as big box stores.

Solution: Emphasize your excellent customer service and throw in conveniences when possible. For example, if someone wants to make an exchange or purchase an add-on to one of your products, offer personal delivery so the person doesn’t have to make the extra trip. Take it one step further by making a follow-up call a few days later to make sure the customer is completely satisfied. Most people are willing to pay a bit more for top-quality service and convenience. The ability you have to be more personal with your customers is something you should take full advantage of when marketing your business.

Problem: Customers seem skeptical about making the purchase.

Solution: Offer a test drive of your product or service. This is an effective way to demonstrate your confidence in your business as well as an opportunity for you to showcase what you have to offer. One local masseuse who works out of her home offers three-minute “mini-massages” for just $3, but it becomes free when the client decides to either stay or book a future 30-minute or longer session. This strategy allows potential customers to literally try out her service completely risk-free, which works especially well for this kind of business since you can’t “return” a massage if you’re not happy with the results.

Adding value to your business doesn’t have to cost you any money. With a bit more time and effort, you could find yourself an increased customer base that is spreading the good word about your products and services to family and friends. How do you add value to your business? Please share your ideas below!

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How to Choose Social Media Tools for Your Business

How to Choose Social Media Tools for Your Business

When you begin to consider using social media marketing for your business, the choices can seem overwhelming. There are so many social networks out there, and will the time needed to do all of them really pay off in the long run? How do you choose what makes sense for your business?

Here’s a process you can use to help you decide and then use what you choose effectively:

Write down your goals for social media marketing: Are you seeking new customers, or looking to grow your mailing list? Are you interested in finding people that are interested in a business opportunity? By taking some time to consider your goals, your subsequent actions will be a lot more focused.
Define your target market: You must understand who you want to reach if you’re going to find them online. So spend some time narrowly defining your target market…their ages, education, income level, interests, etc. Then you can go and find them!
Figure out where your target market spends time online: Once you know who you want to reach, then do some research to find out where that target market spends time online. Facebook is a great place to find consumers, but if you’re looking for people interested in a business opportunity you may do better on LinkedIn. If you want to reach a more niche audience, perhaps the people you want to reach are on a more specialized network like fashionspace.com or wahm.com. Don’t just assume that the “biggies” are best for your business. Take the time to do the research so you know which network will help you reach the people you are looking for.
Decide how much time you can devote daily: This is also very important. If you’re a solopreneur, you’ve got a lot to do already, and adding the maintenance of dozens of social networks to your plate means that you won’t do anything well. Instead, narrow your focus to one or two social networks based on the daily amount of time you can invest. Remember, doing one social network well is better than spreading yourself too thin and leaving no impression on people at all.
Learn the social network before jumping in: Once you’ve got a short list of social networks that would work for your business, spend some time researching them. Talk to other business owners that have used them, and ask about their results and best practices. Read the terms of service of the network so you’re clear on what you can and cannot do as a business on the social network. And take some time to observe how others use the network at a personal level. If most people use the social network personally, you want to be sure your understand the norms and cadence of the interactions there, so you don’t come in like a bull in a china shop, alienating the very people you want to reach.
Commit daily: Once you establish your presence on the social network, realize it’s a daily commitment. Especially in the beginning as you’re building your momentum, it’s absolutely critical that you spend time every single day connecting with the people on your social network. Share great content, talk to people, answer questions. It’s the giving of yourself each day that builds the engagement that leads to new business.
Add your social networks to your offline marketing: Now that you’ve got an online presence, be sure to add it to your offline interactions. Add the URL of your social presence to your business cards and signage. Invite every customer to connect with you online. Let your in-person business contacts know about special “online only” offers that you provide online to encourage them to join you there. The beauty of the online presence is that you can connect with people a lot more regularly than just waiting to connect in person. Be sure every person you work with is invited to join you online.
Measure! This is perhaps the most important part of social media, and the one most often neglected by business owners. It’s not enough to set up your online presence and “feel” that things are going well. You must measure. The ultimate goal of any social presence is to convert contacts on your social networks to people that help you meet the goals you outlined in the first bullet of this article. So if you’re looking to build your mailing list, be sure you’ve got a way for people to sign up to do that, and call it out regularly on your social networks. Then measure how many people come to your sign up form, and how many get to the success page after filling it out. How many do you lose? If too many people are abandoning your form before completion, maybe you need to change your form. If your goal is to get more customers, then you should be measuring how many people are coming from your social network to your shopping page (or into your store…are you asking how they heard about you?), and then how many actually make a purchase after visiting. Google Analytics will give you a lot of this information. Make sure you’ve got it installed on your website, and are looking at the data regularly.

It’s not enough to just jump on Facebook because everyone else seems to be doing it. A measured, thoughtful approach to your selection of social media tools, and then measuring the results of your actions, will bring you much closer to your goals.

What social tools do you use? Why did you choose them? How are they working for you? Would love to read your thoughts in the comments.

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Create a Unique Story to Promote Your Business

A crucial element to a successful small business is the building of relationships with your customers. As with any relationship, whether personal or professional, each party must bring something to the table to share with the other person. Sharing details about yourself in even a small way can really go far in creating mutual trust and respect, both qualities that consumers find important when deciding where to take their business. Here are some suggestions for how you can promote your business by creating a unique story.

Remember why you began. No one takes lightly the decision to go into business for themselves. Although many things probably factored into your decision, there is most likely one driving reason why you chose this endeavor. Perhaps you wanted to find a way to stay home with your children during the day, or maybe a loved one inspired you to leave a job you didn’t enjoy to pursue a dream that would make you happy. When sharing your business with others (friends, prospects, network contacts), make sure to include this personal story. Tip: Write it out, including any details you remember, and then highlight the most important and personal elements. What you’re left with will be a memorable story that you can use when building business relationships.
Know your strengths and share your inspirations. What do you have to offer your customers that your competitors do not? A higher quality product? Personalized customer service that goes above and beyond? Whatever it may be, share with others why you think it is so important. For example, a wedding videographer finds much success by promoting her ability to shoot wonderful videos without being intrusive to the bride and groom. This is important to her because not only had she been to several weddings where the videographer got in the way, but her own wedding was nearly ruined when the cameraperson nearly tripped her going down the aisle! A humorous but personal story will make you seem more human, help your customers remember you, and demonstrate your commitment to making them happy.
Highlight your accomplishments and how you achieved them. Accomplishments can be anything from receiving formal recognition within your community to simply landing enough sales every month to turn a nice profit. Without being boastful, share your journey to the top with others you meet. Back to the wedding videographer, she would do well with a story about how she perfected the art of taking great videos without being noticed. People like to do business with others they know who work hard and take pride in that work. Don’t be afraid to shine the spotlight on yourself once in a while.
Reflect on how you learned from past mistakes. No one is perfect, so if you try to paint yourself as such, you will undoubtedly turn people off because you won’t sound sincere. When telling your story, include a few downs of your journey as well as the ups. That wedding videographer didn’t magically become so skilled overnight; she had some weddings in the beginning of her career where she was so focused on staying out of the way that she missed some important moments. However, watching and studying her own footage as well as studying the methods of industry experts helped her perfect her craft and improve her skills. After all of that hard work, she’s not afraid to share how she got to be where she is with others. Customers will appreciate your honesty and be reassured that you do truly strive for their satisfaction.

Identifying and sharing the unique elements of yourself and your business is an effective way to promote it. The key is in deciding which details to include and which to omit. Think like your customer when you choose!

Finally, make sure you practice telling your stories. You want them to sound natural and comfortable when sharing them. Remember that they’re your stories and yours alone, so don’t be afraid to a get a little personal while still staying appropriate.

Do you use unique stories in your business? Share your ideas below!

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DSEF & CBBB: Decode Fake Customers’ Reviews Online

Today’s highlighted blog post from the Council on Better Business Bureaus (CBBB):

Decode Fake Customers’ Reviews Online

By Caitlin Vancas

Consumers researching businesses, products and services may find more than just reliable reviews on the web. Recent research by Cornell University indicates that some feedback is actually planted. Prior to purchasing, don’t be persuaded by phony praise. When searching for real reviews, testimonials and posts, consider the following:

Who?

Ideally, reviews will come from actual customers. However, some companies hire writers to place positive reviews on themselves; while others employ staff to post negative, damaging comments on competitors. Search reviewers’ names online. See what other companies they are writing about. If it is limited to one industry only, it is possible that responses are rigged. Be suspicious if customers’ names resemble company officials or brands. In some cases, authors can be verifiably tied to companies they are complimenting. The FTC’s Endorsement and Testimonial Guide requires transparency and disclosure. Be doubtful of overly complex or simple screen names, such as “johnsmith123.”

What?

Take a good look at wording and tone. If it is filled with marketing messages, scripted taglines or product plugs, it is most likely from company representatives. Don’t trust overly subjective compliments and puffery, such as “life-changing” and beware of false allegations, insults and disparaging attacks from competitors. Look out for identical phrases or similar verbiage from different users. Cut and paste suspicious sentences into search engines to see what is on other sites.

When?

If similar messages and posts were placed around the same month, week or day, allegedly by different reviewers, it is likely a “paid” effort.

Where?

Beware if all comments are limited to companies’ blogs or testimonial pages. Don’t just read reviews from one site. Consider numerous sources and always check BBB Business Reviews on www.bbb.org.

Why?

Business leaders know that consumers rely on online reviews so it may be tempting to mimic favorable feedback. Read “customer” comments with skepticism.

DSEF and Council on Better Business Bureaus (CBBB) fosters honest and responsive relationships between businesses and consumers—instilling consumer confidence and advancing a trustworthy marketplace for all.

About the Better Business Bureaus
As the leader in advancing marketplace trust, Better Business Bureau is an unbiased non-profit organization that sets and upholds high standards for fair and honest business behavior. Every year, more than 87 million consumers rely on BBB Business Reviews® and BBB Wise Giving Reports® to help them find trustworthy businesses and charities across North America. Visitwww.bbb.org/us for more information.