Online reviews of local businesses place trust and confidence in prospective customers. Similar to word-of-mouth, new prospects who have only considered a visit to your parts store can feel enticed to visit after reading about positive experiences of other customers.

For HVAC parts distributors to leverage online reviews and drive sales, they must define which competitive aspects of their business could entice new prospects to visit and then encourage existing customers to spread the word. Our research has repeatedly indicated that localized inventory, pricing, and customer service are three of the top factors that drive HVAC Parts customers’ purchase decisions. When you can provide outstanding customer service and deliver what the customer needs when they need it, you will have a satisfied and thankful customer. Ask them to do you the favor of completing a review of your business online. Chances are they will be happy to oblige. For the prospective customer, reading about the great experiences of existing customers will establish a sense of trust and confidence even before they interact with your business.    

Best Practices

Online reviews are now a key component of driving visitors to your parts store instead of your competitors’ stores, but you must obtain reviews ethically. You should not offer incentives to solicit reviews, nor should you ever review yourself.

Make reviewing your business a simple experience for customers by emailing them a link to start the review. Five-step instructions for creating that link can be found here.

We highly recommend you carefully reply to customers who review your business so it’s clear their input is valued. When you respond, remember that you are publicly responding on behalf of your company. Please follow these tips from Google:

- Be nice and don’t get personal

- Keep it short and sweet

- Thank your reviewers

- Be a friend, not a salesperson

Additionally, respond to any reviews in a timely manner. Also, keep in mind a customer is more inclined to publicly review about a negative experience. It is just as important that you respond to any negative reviews in a timely and courteous manner, showing a willingness to settle the disagreement. Refrain from becoming defensive and do not engage in an online argument with a dissatisfied customer. These negative exchanges will only drive traffic away from your business.

If you do not have a Google My Business listing, you can get started here.