For our export cross-border e-commerce sellers, after Prime Day, it is inevitable to encounter negative reviews and a lot of returns. However, for products shipped by FBA, the seller does not need to spend time to handle the returns alone, so negative reviews must be taken seriously. Negative reviews are now divided into those left by buyers and those left by sellers (competitors). Negative reviews left by sellers are malicious and need to be resolved in a tit-for-tat manner.
Regarding the issue of negative reviews, we must first find out what types of buyers there are when shopping on Amazon in the United States?
1. The crazy type of posting orders
Leaving reviews for sellers is their joy in life. They will feel a sense of accomplishment in the process of writing reviews. This is the type of buyer that many sellers like, but they can only meet them but not seek them.
2. One-shot deal type
This type of buyer feels that both parties have clear money and goods, and there is no need to waste their precious time writing reviews. Products that are consistent with pictures and descriptions, and timely logistics are what sellers should provide. You don’t need to give a good review if you can do it, but you should give a bad review if you can’t do it. You think you spent money but didn’t enjoy the treatment you deserve.
3. Forget it once and for all
After receiving the product, the Ling family originally wanted to leave a review, but their time and energy were taken up by other things. If there were no problems with the product later, they probably would not write a review. Only when there is a problem with the product will the seller be remembered; but at this time, either a negative review or a complaint will be made
4. Novice buyer type
There are very few such buyers on American sites, but there are many such buyers on Amazon’s newly developed small-language European sites, Japanese sites, Australian sites, and Indian sites. They just started shopping on Amazon, and they didn’t have the awareness to leave reviews, and they didn’t know how to leave reviews. They thought they just had to buy the things.
When I see a normal buyer leaving a negative review, many sellers, like our domestic Taobao, directly send messages to the buyer, saying: I will give you a refund or return the product, please help me delete the negative review! This practice on Amazon, an American company, is to induce buyers and achieve the purpose of operating reviews. In serious cases, you will be punished with the death penalty – account suspension.
The correct steps we take are as follows:
1. Read the negative reviews carefully and clarify the reasons
There are many reasons for buyers to leave negative reviews. We need to clarify whether it is a product problem or a logistics problem. For negative reviews about logistics issues, you can directly contact the Amazon seller for deletion.
If it is a problem with the product, is it a problem with the product’s function, appearance, or improper use? Only when we stand from the perspective of the buyer and understand what exactly went wrong can we prescribe the right remedy and then write the email. Instead of writing a return or refund template and sending it to the buyer, there is no sense of sincerity.
2. After clarifying the reason, 2-3 emails are required
The first email is to confirm with the buyer whether it is caused by this reason. If so, we need to provide at least 3 solutions and let buyers make multiple choice questions. He can sense your sincerity and most of them will reply to the email. If the buyer chooses one of the solutions in the reply email, we can implement it immediately. At this time, we cannot rush to say in the email: I did this, please help me delete the negative review. At this stage, you only need to help the buyer solve the problem. Solve the problem first, and then talk about modifying the evaluation later.
3. After solving the problem, immediately ask to modify the evaluation
When you quickly resolve the buyer’s dissatisfaction, you send an email stating that you have completed your requirements as promised. Can you provide my customer service? This email is very critical. .
The email does not directly ask for deletion and modification of negative reviews, but requires buyers to modify their evaluations for your customer service. This cleverly converts dissatisfaction with the product into satisfaction with your customer service. The buyer also understands what you mean and will naturally modify the product for you. Here you need to change change review to Update to update the review. The word Update is in line with Amazon’s purpose of not allowing the operation of buyer reviews.
Today’s content is the correct idea under compliant operations. If you read it word for word carefully, I believe you will gain a brand-new idea of deleting comments. If you use relevant email templates here, the effect will be better.