Receiving bad reviews is the most worrying thing for sellers in operation. No matter it is feedback or evaluation, they carefully selected a product, operated it attentively, and finally waited for the order, but suddenly received bad reviews. The key is that bad feedback affects the performance of the account, and bad reviews are an important factor that causes the weight of the product to decline. The mood of sellers when facing bad reviews can be imagined.
But no matter what, we must actively respond to bad reviews. After receiving bad reviews, sellers should comprehensively analyze the reasons for the bad reviews and then solve them in a targeted manner.
Combined with years of operation experience, the author summarizes 5 ways to deal with bad reviews, as follows.
1. Contact the buyer and ask the buyer to help modify the negative review
On the basis of a comprehensive analysis of the negative review (including the content of the negative review, order information, buyer information, the status of the buyer’s historical review records, the actual situation of the goods, etc.), if the initial judgment is indeed the seller’s own responsibility, on the premise of knowing the specific order and being able to contact the buyer, you should take the initiative to contact the buyer at the first time, apologize to the buyer, provide the buyer with a solution, strive to obtain the buyer’s understanding, and ask the buyer to help modify or delete the negative review. In the process of communicating with the buyer, it should be noted that the purpose of communication is to guide the buyer to assist in modifying the negative review. Only in the shortest time can it be beneficial to the seller, so the seller should guide the buyer to agree to “refund and change the negative review”. Some sellers, in order to reduce losses, propose to buyers the suggestion of “re-send and change the negative review”, but they do not know that it takes time to re-ship, and even if the buyer receives the re-sent goods, he may not be satisfied. To take a step back, even if the buyer is satisfied with the re-sent goods, the buyer has diluted the feeling of the negative review during the long waiting process, and it is easy to intentionally or unintentionally ignore the modification of the negative review. Based on the author’s past experience in contacting buyers to change negative reviews, the suggestion of “re-sending to change negative reviews” will greatly reduce the probability of negative reviews being modified. Relatively speaking, “refund to change negative reviews” is more effective.
2. Contact the platform customer service and apply for removal of negative reviews
In order to quickly remove negative reviews, sellers should analyze the review content and the buyer’s situation while contacting the buyer. If the review content does not comply with the platform rules, you can file a complaint with the platform and ask Amazon customer service to assist in removing the negative review.
Reviews containing the following content can be applied for removal: (1) obscene language; (2) containing personal privacy information, such as name, phone number, email address, etc.; (3) orders shipped by FBA are evaluated as having poor delivery time or poor service attitude of the delivery personnel, etc. FBA is responsible for such matters; (4) there is discriminatory language in the review; (5) there is malicious guiding language in the review, such as “Don’t buy from this store”, etc.; (6) the buyer’s review record is all negative reviews, which is obviously malicious behavior.
Based on the analysis of the evaluation content and the buyer’s background, find out the loopholes in the evaluation and appeal to the platform customer service. If the evidence is complete and verified by Amazon customer service, the negative review has a chance to be removed.
3. Targeted promotion to the “fan” group and invite “fans” to evaluate
If the seller has his own “fan” group, he can invite “fans” to use the product and comment on the product through discounts and other means, so as to dilute the negative impact of the negative review on the product.
4. Rapid price reduction
Negative reviews are the most important factor leading to a decrease in product sales and a decline in ranking. Behind this phenomenon is the decline in product weight caused by negative reviews.
Because the impact of Amazon’s negative reviews has a certain lag, it often only appears on the third day after receiving the negative review, so we can use the two-day time difference to quickly reduce the price of the product. After the price reduction, you can rely on the advantage of low prices to increase sales and conversion rates. High sales and high conversion rates will increase the weight of the product. With one increase and one decrease, the weight impact brought by the negative review will be diluted.
After the price reduction, observe for about a week. If the sales volume and ranking have recovered or even exceeded the level before the negative review, then gradually increase the price.
5. Find a service provider to help “step on” the negative review
If you receive a negative review and it is pinned to the top, you can contact the service provider to “step on” the negative review.
For sellers, each negative review is like a “cannonball”. The above 5 methods to deal with negative reviews are effective ways to dismantle the “cannonball” and minimize the harm. Sellers can test it in actual operations.