Typically, anyone can publish a review online, and these can contain good information, negative experiences, and sometimes, even fake content about your business.

Since they’re posted on third-party sites and from real users of your products, consumers see these reviews as a reliable source of information. Customers find online reviews to be so helpful that 85% of consumers trust them as much as personal recommendations.

Customer Reviews and Testimonials in the Sales Process

A positive review or a powerful testimonial has the potential to convert a lead into a customer. With both reviews and testimonials, you can answer a customer’s questions and show them how other people like them have used your product or service.

By using reviews, you are putting your customers first and selling by showing how others have gotten value from your products — it’s no longer a pitch, but a conversation. Testimonials give consumers important information without being “salesy” and give potential customers the opportunity to do their own research and due diligence.