Customer reviews have always been valuable — but in today’s digital world, they’re an essential B2B marketing tool. Prospects want confidence. They want reassurance that you will deliver what you promise. And they want to hear it from someone who isn’t you.
That’s why collecting high-quality reviews and testimonials should be a simple, repeatable part of your marketing system.
Do Customer Reviews Still Matter?
You don’t need pages of research to know that good reviews influence buying decisions — but the numbers are still worth noting*:
- 93% of consumers read online reviews before making a decision.
- 83% scan Google Reviews specifically when evaluating a local business.
In short: today’s buyer relies heavily on what other people say about you, especially in our digital environment. Reviews are no longer optional — they are an effective way to communicate your credibility.
Best Practices for Requesting Customer Reviews
You don’t need a complicated system — just a few intentional steps done consistently.
- Ask at the Right Moment
The best customer reviews and testimonials come when the experience is fresh. Look for natural opportunities:
- A client expresses appreciation
- A project wraps up successfully
- A customer sends positive feedback without being prompted
When momentum is high, the testimonial practically writes itself.
- Make It Easy — Really Easy
The fastest way to lose a review? Make someone hunt for where to leave it. Think small steps, big impact.
Here’s how to remove any hassles for your customer:
- Use a direct Google Review link
- Add the link in a QR code in a personal email
- If you’re a retailer or have a customer walk-in counter, print the QR code and display it. Then call attention to it whenever a customer tells you how pleased they are.
- Provide Simple, Helpful Prompts
Most customers want to help — they just don’t know what to write. Give them structure without putting words in their mouth:
- What challenge or roadblock were you facing before we worked together?
- What made you choose us over other options?
- What changed for you after working with us?
- What would you tell someone considering our company?
You’ll get stronger, more meaningful testimonials that focus on outcomes.
- Be Transparent — No Incentives Needed
You don’t need to “sweeten the deal.” In fact, you shouldn’t. Instead, explain the value:
“Your feedback helps other customers make confident choices and supports local businesses like ours.”
If your business is like most of my clients, people respond well to honesty and directness.
- Respond to Reviews — All of Them
This is your chance to reinforce your brand. In your response to a review, refer to what your brand stands for in natural, non-salesy 
language. And, of course, thank the customer for taking the time to leave a review. When necessary, address any concerns professionally.
Thoughtful responses show that you care and that your business is active and attentive. And it demonstrates to Google that consistently engaging with your customers is part of your marketing strategy.
For that human touch, identify a customer-facing person to own this process.
- Protect Your Authenticity
Consumers are more skeptical today — fake reviews are everywhere. Always remember that authenticity builds long-term trust.
Stay above the noise by only requesting reviews from real customers. Be sure to report suspicious reviews, making you a good member of your community. Never “buy” reviews.
- Put Your Reviews and Testimonials to Work
Think of reviews and testimonials as marketing fuel. Once you have them, use them on all of your company’s marketing platforms:
- Website home page
- Sales decks
- Proposals
- Email campaigns
- Social media
- Case studies
- Printed materials
When you make it easy for customers to share their experience, you give future buyers exactly what they need: confidence. With the right approach, customer reviews and testimonials become more than quotes — they become a reflection of the relationships you’ve built. If you’re ready to strengthen this part of your marketing, let’s talk. Affinity Strategic Marketing can help you put a simple, effective testimonial system in place.
*Sources: Demand Sage, Bright Local
