Client reviews hold immense power. A recent survey states that 94 percent of customers say they have avoided a business based on bad reviews. Yet, many businesses, especially in the B2B marketplace, overlook the importance of actively soliciting feedback from their clients.

If you’re not proactively seeking positive reviews, you’re missing out on a valuable opportunity to influence prospects and build credibility. So, how do you generate client reviews that share success stories and drive trust and boost conversions?

Five Steps to Getting Positive Client Reviews

Follow these five steps and make sure soliciting positive client reviews is an integral part of your marketing strategy.

1.   Identify the Right Timing

Timing is key to ensuring that a review is positive and reflects the customer’s full experience with your product or service. Below are strategic points to consider along with the buyer’s journey:

• After onboarding and initial success: Your new customer has completed the onboarding process and has experienced the benefits of your product or service. This is an ideal time to ask for a review. At this stage, they’re likely to be excited about the service and can provide fresh, positive feedback about their experience. It’s best to wait a couple of days, according to Harvard Business Review: “[most] online customers today take at least two days after getting a product to post a review, while only eight percent choose the same day.”
• After achieving significant milestones: Another prime moment to solicit a review is after the customer has achieved a milestone or seen measurable success from your solution. This could be after they’ve reached a major KPI, improved their processes, or experienced ROI from your product.
• After customer support resolutions: If a customer experiences an issue and your team resolves it quickly and effectively, ask for feedback. Even if it results in less than stellar input, constructive criticism is essential to improving processes and the customer experience.
• During contract renewals or repeat purchases: When a customer chooses to renew their contract, it’s a clear sign of satisfaction. This is a perfect time to request a review, as their ongoing commitment speaks volumes about their overall experience.
• After long-term engagements: Long-term customers can provide insightful client reviews that highlight your consistency, reliability, and ability to deliver ongoing value. These reviews can be especially persuasive for potential clients looking for a provider with a proven track record.

2.   Make It Easy for Clients to Leave Reviews

Business professionals have busy schedules. The more streamlined and efficient the review process, the higher the likelihood of receiving positive feedback.

There are third-party review platforms that are user-friendly, mobile-responsive, and don’t require clients to jump through hoops. Here are some of them:

• Google: Leaving a Google review is simple and quick. Send clients a direct link to your business’s Google review page, which they can access on any device. Note: More than 81 percent of customers say they are likely to check Google reviews first when researching a business.
• LinkedIn recommendations: B2B clients are likely active on LinkedIn. Ask satisfied clients to provide a recommendation on your company’s LinkedIn page.
• G2 or Capterra: These review platforms are highly regarded by prospective buyers in the tech space. Set up your company’s profile and send clients a direct link to leave their feedback.
• Typeform or Jotform: These platforms allow businesses to pre-fill a mobile-friendly form with specific questions or fields. This makes it easier for clients to focus on the aspects of your service you want to highlight. According to Zapier, Typeform is best for startups and solopreneurs, while Jotform is best for bigger businesses.

Pro Tip: Remember to tailor the review request based on the client’s preferences—if they’re active on social media, suggest a LinkedIn recommendation. If they prefer emails, ask for a written review via email or form. You can also use multiple channels.

3.   Ask Specific Questions

When businesses make a vague request, such as “Please leave us a review,” clients may struggle to decide what to say. The more choices and considerations clients have, the harder it becomes for them to create an impactful review. This leads to inaction, often resulting in them skipping the request.

While many clients are willing to share their experiences, they may not always know what details to include or where to start. Guide them with these questions:

• What measurable results have you achieved since using our service?
• How has our product helped streamline your operations?
• Can you describe a particular challenge our service helped you solve?
• What else would you like to share with someone who is considering partnering with our company?

Pro Tip: Use questions focusing on measurable outcomes, such as time saved, increased efficiency, or revenue growth. These specifics make for more compelling reviews.

4.   If You Don’t Receive a Response, Ask Again

It’s normal for busy clients to overlook or forget an initial review request. That doesn’t mean they are unwilling to leave feedback. It often just requires a gentle reminder. In fact, in a PowerReviews’ recent survey, 96 percent of clients claim they leave a review after the second request. Follow up after the initial request, so you can significantly increase the chances of receiving responses.

Pro Tip: If your initial request was through email and you didn’t receive a response, consider using another communication channel, such as a phone call or LinkedIn message, for your follow-up.

5.   Automate (With a Human Touch)

Automating review requests with tools like HubSpot, Zendesk, and Zapier can save time, but adding personalization is essential for making a lasting impression. Once you receive a positive review, express your gratitude and highlight how it’s helping to shape improvements in your business. Sharing how you’ve acted on client suggestions encourages others to contribute as well.

According to Jay Baer, a business growth and customer experience author, “What stands out for customers isn’t the delivery of seamless, omnichannel experiences but rather empathetic human touches.” Balancing automation with genuine human interaction creates a more impactful and engaging review process.

Turn Clients Into Raving Fans

Raving fans are a powerful asset for B2B businesses. They are more than satisfied customers; raving fans are passionate advocates for your brand. These loyal clients actively recommend your products or services to others, driving organic growth through word-of-mouth marketing. In the B2B landscape, where decision-making processes are often lengthy and involve multiple stakeholders, positive reviews from enthusiastic fans can build credibility, strengthen trust, and have a significant influence on purchasing decisions. These reviews serve as social proof, helping potential clients feel confident in choosing your products or services. By consistently soliciting and acting on feedback, B2B companies can deliver exceptional value, personalized service, and innovative solutions. When they do, organizations can transform customers into enthusiastic promoters, driving organic growth that ensures long-term success.