Reviews for businesses that sell to other businesses

Businesses that sell to other businesses often assume Google reviews are for cafes and plumbers. Then a potential client searches their name before a meeting and finds three reviews from 2019. B2B buyers check too, and a thin listing raises questions a sales pitch cannot answer.

Fewer customers, heavier reviews

A B2B business might have thirty clients instead of three thousand customers. Each review carries more weight, and each client relationship matters more. That means asking less often, but asking properly.

Who to ask

Ask the person who owns the relationship and signs off on the work: the owner, the operations manager, the office manager. Not every staff member at the client who happened to deal with you. One review from a decision maker is worth more than ten from people who cannot speak for the business.

When to ask

• After a project is delivered and signed off.
• After a problem is solved quickly.
• At an annual review, for long standing clients who have never been asked.
• When a client thanks you, by email or in person. That is an open door.

How to ask

Personally, by email or in a meeting, rather than an automated message. Keep it short:

Thanks for the kind words. If you would be willing to put that in a Google review, it would help other businesses find us.

If you email clients, the Spam Act can still apply to business addresses. See asking for reviews by email and SMS.

Where a stand fits

If clients visit your premises, such as a trade counter, a showroom or a warehouse collection point, a stand at the counter works just as it does in retail. Trade counters are some of the best places to collect B2B reviews, because the same buyers come in weekly.

Confidentiality

Some clients cannot publicly endorse suppliers because of their own policies. Respect that, and never name a client in your replies or marketing without permission. See reviews for accountants and consultants.

What to avoid

• No discounts, credits or gifts for reviews. Google bans incentives, and in B2B it can also look like a kickback.
• No reviews from partners, resellers or suppliers you work with. That is a conflict of interest.