April 2012

How well does your local business leverage what customers are saying about it? If it was fairly easy and inexpensive, would you take the time to uncover and leverage these gems?

While you may already encourage word-of-mouth referrals and testimonials, what if your customer’s experience was only a click away, or easy enough to make so?

What I am referring to are the millions of customer reviews for local businesses already on the Internet, and how they can impact your business results. Let us take a look at recent survey results showing how prospective customers regard the experiences customers write about local businesses.

While most U.S. small businesses still depend on word-of-mouth referrals as a way for new shoppers to find them, whether or not you like it, the Internet is close behind, according to a survey by American Express OPEN.


One of the worst strategic mistakes any large or small business can make is focusing on the wrong target. When a successful new competitor seemingly arises out of nowhere, the trounced executives naturally feel their confidence wane, causing fear or panic at some level to take hold. What happens next is important because this is where the mistake starts!